FAIRFIELD, Calif. -

Copart is venturing into the social networking space with its newest marketing strategy while incorporating its auto racing sponsorship into the campaign.

To better harness the additional platforms to reach new audiences, Copart is teaming up with Roush Fenway Racing driver Carl Edwards for a promotion and online charity auction of his personal memorabilia. 

Promotion participants also can enter a sweepstakes with a chance to win one of 500 die cast cars modeled after the No. 60 Copart Ford that Edwards races in the NASCAR Nationwide Series.

Copart plans to use social networking platforms such as Facebook, Twitter, YouTube, blogging and more to drive people to the charity auction and sweepstakes where they can become Copart.com members for free.

Once a member, people can bid on items that include Edwards’ used fire suit, autographed pit crew uniform, a hood off the No. 60 Copart Ford that Edwards raced in Nashville, Tenn., this season and a Harley Davidson that Edwards won at the Nationwide Road America race back in June.

The live online auction is scheduled to take place on Copart.com on Nov. 15. However, the company said interested fans can start placing their maximum bids now.

Edwards stated that he intends to donate all auction proceeds to benefit Back2Back Ministries’ orphan care program in Monterrey, Mexico.

Officials explained Back2Back Ministries is a nonprofit organization that provides for orphans and impoverished families around the world with locations in Monterrey and Cancun, Mexico, Jos, Nigeria and Hyderabad, India.

Copart chief executive officer Jay Adair has high hopes for what this social networking strategy can do both for the company and the charity.

“As we continue to grow and mature as a company, it’s important that we look for new avenues that will allow us to expand our business into untapped market segments, specifically the consumer audience,” Adair explained.

“Social networking sites will provide the vehicle to reach and communicate to new audiences,” he continued.

“As a company whose business model is centered around technology and the ability to move products fast, engaging in a social networking strategy makes sense with who we are today and want to be in the future,” Adair went on to say.

Meanwhile, Todd Guckenberger, executive director of Back2Back Ministries, is delighted his organization can benefit from this campaign, too.

“This partnership is an exciting way for Copart to test its new marketing platform while supporting Back2Back,” Guckenberger insisted.

“While they promote their auction via their social networking program, they are raising enormous amounts of visibility for our organization,” he concluded.