I got the game when it was on auction

Right so I bought it when it was on auction, now its released on steam, I did go through this http://transactions.sendowl.com/order_recoveries/new?merchant_id=3146 to get my Cd key, and it said to activate it through steam, but Steam says its invalid what now?

Submit a support ticket.

http://support.facepunchstudios.com/new-ticket

Your “CD” key needs to be redeemed here to get a Steam key http://old.playrust.com/