In life, change is constant. In event marketing, the same. And though the industry certainly continues to evolve, one quest never slows: the data chase.

Marketers across the industry need data from event attendees in order to prove performance, generate leads, push digital communication and ignore post-experience communication. And they’re upgrading age-old tactics to goose their chances of getting it.

EFFEN Vodka is trying to grow in a highly competitive premium vodka category, and to do that the brand is aligning itself with premiere style events and courting influencers across the social spectrum with a series of invite-only Art of Design parties in key markets all over the U.S. The series will conclude for the year in New York City on Sept. 26.

In this monthly series, EM brings you tips and tricks from pros and experts who’ve been eating social media marketing for breakfast. So eat up, and check us out on Twitter @eventmarketer and Facebook.com/eventmarketer for more.

Cotton Incorporated, the research and marketing organization for U.S. cotton growers, this fall is setting out to visit college campuses as part of its From Blue to Green campaign. The program is a call to action to get students to recycle their old jeans for reuse as donated housing insulation for in need communities, often affected by natural disasters.

The NFL last week got New York City retailers and fans to show their team spirit with a Back to Football shopping event held along 34th Street’s retail row. Storefronts showcased NFL apparel and other products and consumers, who were encouraged to wear NFL-licensed gear, participated in activities including the New Era Scavenger Hunt, player meet and greets and more. The fan events took place on Tuesday, Sept. 4. The shop window displays continued through the weekend.