Online Vehicle Auction Company, Copart, Finds Success in Social Networking Campaign

Copart realizes increase in membership base after using new viral marketing strategy

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Nov 22, 2010, 04:30 ET

FAIRFIELD, Calif., Nov. 22, 2010 /PRNewswire/ -- Copart, Inc., a leading online vehicle auction company, today announced it realized an increase in members that registered through its Facebook page, after launching a new marketing strategy using social networking as an additional platform to reach new audiences. To test out the new approach, Copart teamed up with Roush Fenway Racing driver Carl Edwards for a promotion and online charity auction of his personal memorabilia, where participants bid on Edwards' Harley Davidson and other race merchandise.

Copart.com – partnered with Carl Edwards – raised a total of approximately $8000 through the auctioning of Edwards' race memorabilia, for a charitable donation to benefit the non-profit organization Back2Back Ministries' orphan care program in Monterrey, Mexico. Participation in this charity auction came from all over the world, as buyers from Copart's U.S. and global base joined in to place their bids.

Copart used social networking platforms including a new Facebook page, YouTube and other online advertising sources, and blogging to introduce fans to Copart.com. The social platform drove people to become members for free and, if interested, participate in the charity auction. More than fifty percent of the buyers that bid on Edwards' memorabilia were new buyers acquired through Facebook from the promotion.

After launching this strategy, Copart saw an increase of new unique buyers to its member base, who registered through Facebook. The organization successfully began the growth of its presence in the social media world. In a mere three weeks time, Copart's Facebook fan base, which launched on Nov. 1, doubled in size.

"The launch of our social networking platform has proved a success in spreading awareness of our brand and our services. As a technology-driven company, a strong social media presence is imminent to the future of our business," said Jay Adair, CEO, Copart, Inc. "We are eager and excited about what lies ahead , and where this new strategy will take Copart, as we continue to develop our presence on the social networking scene."

About Copart

Copart, founded in 1982, provides vehicle sellers with a full range of remarketing services to process and sell salvage and clean title vehicles to dealers, dismantlers, rebuilders, exporters and, in some states, to end users. Copart remarkets the vehicles through Internet sales utilizing its patented VB2 technology. Copart sells vehicles on behalf of insurance companies, banks, finance companies, fleet operators, dealers, car dealerships, the general public and others. The company currently operates 147 facilities in the United States, Canada and the United Kingdom. Salvage vehicles are either damaged vehicles deemed a total loss for insurance or business purposes or are recovered stolen vehicles for which an insurance settlement with the vehicle owner has already been made. For more information, or to become a member, visit www.copart.com.

About Roush Fenway Racing

Roush Fenway Racing is NASCAR's largest team operating eight motorsports teams. Four in the NASCAR Sprint Cup Series with drivers Matt Kenseth, Greg Biffle, Carl Edwards and David Ragan; and four in the Nationwide Series with Edwards, Trevor Bayne, Ricky Stenhouse, Jr., Colin Braun, Brian Ickler, and Paul Menard. For more information on any of the Roush Fenway Racing teams, log onto www.RoushFenway.com. Become a fan of Roush Fenway Racing on Facebook by going to http://www.facebook.com/roushfenway. And for sponsorship inquiries please contact Robin Johnson at 704.720.4645.

About Back2Back Ministries

Back2Back Ministries is an international Christian non-profit organization that is dedicated to being a voice for orphans. Since 1996, Back2Back has been impacting the lives of children across the globe, with a focus in Mexico, Nigeria and India. Back2Back exists to transform the lives of orphans and impoverished children in developing countries, by meeting their physical, spiritual, educational, social and emotional needs that they might overcome their life circumstances and break free from the cycle of poverty. We desire for every child we serve to have the opportunity for success through "care for today and hope for tomorrow." We invest in the future of each child by equipping them with the tools and resources they need to pursue their dreams, so that they can become self-sustaining individuals who give back to their community. Learn more at www.back2back.org.

SOURCE Copart, Inc.