ExpressAutoParts Keeps On Truckin'

Online consumer automotive parts retailer ExpressAutoParts.com has announced a marketing agreement with Web portal Yahoo! Inc., Santa Clara, Calif. Under the agreement, ExpressAutoParts.com will be promoted on the Yahoo! network and ExpressAutoParts.com and Yahoo! will co-sponsor a promotional 18-wheel tractor-trailer that will tour more than 180 key venues throughout the U.S.

     New York City-based ExpressAutoParts.com will be promoted with banner advertisements and fixed graphic links on automotive-related keyword search results pages in the Yahoo! directory and various Yahoo! properties, including Yahoo! Shopping, Yahoo! Sports, Yahoo! Autos, Yahoo! Auctions, Yahoo! Yellow Pages and Yahoo! Message Boards. Through these placements, ExpressAutoParts.com will offer maintenance and repair advice from live, ASE-certified online mechanics and millions of auto parts and accessories.

     ExpressAutoParts.com will also sponsor a Yahoo! Sports' Fantasy Auto Racing game, which will allow contestants to construct "dream teams" made up of real NASCAR drivers. ExpressAutoParts.com will also be hosting and sponsoring weekly chats on various automotive topics on Yahoo! Chat.

     ExpressAutoParts.com and Yahoo! will also develop a customized, 18-wheel tractor-trailer that will tour the nation and appear at live events. Jointly promoting ExpressAutoParts.com and Yahoo! Sports, the 53-foot vehicle will contain a 12-seat interactive race simulator; fully furnished computer rooms containing 20 computer terminals linked to ExpressAutoParts.com and a VIP hospitality deck for entertaining at on-site events. The vehicle will be staffed by a trained team, which will conduct demonstrations, product giveaways and special promotions. The cobranded vehicle will appear at motor sports events, automobile shows and clubs, colleges and universities, county fairs and other special events, the company says.