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Detergent brand Woolite this September executed its first-ever Fashion Week activation with a pop-up shop in New York City’s SoHo neighborhood. The WooliteWashed Boutique kicked off its 11-day run on Sept. 5 with a press event, and then opened to the public on Sept. 6 with a consumer event that coincided with Fashion’s Night Out and featured celebrity host Cat Deeley and style expert Jacqui Stafford.

Hush Puppies in August kicked off a six-week Off the Leash mobile tour that is taking its fall 2012 footwear collection—and its iconic basset hound mascot—to retailers, universities and music festivals throughout the Southeast. The effort marks the first mobile tour for the 54-year-old footwear brand, which is sold in more than 160 countries, as it seeks to update its brand awareness among a younger, hipper consumer base.

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.