Kenny Powers, the main character from HBO’s Eastbound and Down, has partnered with K-Swiss for a March Madness Yahoo Tourney contest.

The contest is inviting users to join the Tournaggeddon Yahoo Tourney Pick ‘Em group. Users will be asked to fill out their tourney selection before the March 17 tipoff of the tournament’s first game. During the selection process, Kenny Powers (Danny McBride) will offer users his input on every team and matchup to help create a bracket.

Links to join Tournageddon will be available on Yahoo and via the K-Swiss website and the K-Swiss Facebook page with secondary support from Twitter. Kenny will also take over a page on the K-Swiss Facebook page where people can find an app that invites users to challenge friends to college basketball selection and allows them to get updates, analyses and trash talk from Kenny throughout the Tournament.

The Tournageddon group page and message board will include Kenny’s custom “scientific analysis” of each team and game in the tournament, “must watch” game recommendations.

The campaign rollout includes banners and homepage takeovers with the Tournageddon messaging on Yahoo Sports and partner site, Citizen Sports, multiple ESPN platforms and a Facebook application (tournageddon.com).