• by Karlene Lukovitz  @KLmarketdaily, August 18, 2016

While sponsoring a music festival to win the hearts of Millennials is hardly a novel concept, Wholly Guacamole has taken it to the next level by running a talent search during a cross-country tour preceding the festival.

Since June, the Orange, Calif.-based produce brand has been hosting open-mic nights at locations in 11 states, ranging from New York to California, to choose musicians as finalists.

The winner will be the opening act for a concert featuring national recording artists Cold War Kids at the Live Wholly Festival in Salt Lake City on Sept. 17 — and will also receive a $10,000 cash prize.

Five finalists from the live local try-outs and one from online performances have now been chosen, and starting Aug, 21, open online voting to determine the winner will begin. 

Each voter is entered for a chance to win a trip for two to the festival, which will also feature local Salt Lake City musicians, local cuisine, chef demonstrations, and ample sampling of Wholly Guacamole products. 

The brand’s street team, which has also been touring to hold sampling events in a dozen cities, will also be on hand at the festival.

In addition to its social media channels, the brand is employing digital media, experiential marketing and an Instagram video series. 

Fans can follow the action on Twitter, Instagram and #LiveWhollyTour and #LiveWhollyFestival.

The marketing premise for the experiential initiative is that Wholly Guacamole, which “never compromise on using whole, authentic ingredients,” is searching for talented, undiscovered musicians who “reflect the same commitment to authenticity,” said Nikki Frisz, brand manager for Fresherized Foods, which produces Wholly Guacamole.