• March 9, 2011

California sports gear company K-Swiss and is using its Tubes footwear ambassador Kenny Powers in a new campaign around March Madness called Tournageddon.

The effort pre-launched last month when the Powers character, played by Danny McBride in the HBO series "Eastbound & Down," urged people to fill out tourney selections before the March 17 tipoff of the tournament's first game.

During the selection Powers offer uncensored assessments of every team and matchup. He will also do recaps and previews of tournament games. Links to join Tournageddon will be available on Yahoo and via K-Swiss.com and the K-Swiss Facebook page with secondary support from Twitter.

The effort, via L.A.-based 72andSunny, is intended to target younger males, via digital, New York-based bus tails and subway posters. The campaign rollout includes banners and home page takeovers bearing Tournageddon messaging on Yahoo Sports and partner site, Citizen Sports, multiple ESPN platforms and a Facebook application (tournageddon.com).