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Twitter reveals site’s best brand promotions for 2012

Social media site Twitter has provided a top ten list of what it considers to have been the best-run advertising and marketing campaigns on the UK version of its site over the past year.

Topping the list is the campaign carried out by mobile operator Everything Everywhere (EE) for the launch of its 4G service – followed in second place by a Starbucks campaign, and one by Puma featuring sprinter Usain Bolt in third place.

Twitter says it based its assessments on a number of factors including the volume of impressions, reach, and overall customer engagement.

EE’s campaign was commended for its method of blending targeting around both location and interest, together with Tweets, Promoted Tweets, and the incorporation of Twitter links into its more general advertising. In this way, Twitter says, EE managed to achieve an impressively wide reach.

The Puma campaign, which involved inviting the public to post photos of themselves posing as Bolt, was commended as particularly effective since it trended at the peak of Bolt’s activity during the summer’s sporting events – even though Puma was not a sponsor.

Commenting on the release of the list, Twitter UK’s sales director, Bruce Daisley, said:

“[This] massive spread [illustrates] that Twitter can work for a broad set of advertising categories. Some of the best performing campaigns were just great product news, with a great story told well, and they don’t have to be gimmicky.”

The other brands making the list, in order of the best-performing first, were: Cadbury’s Dairy Milk, EA Sports Fifa, Lionsgate Films, Coca Cola, Adidas UK, Now TV, and Disney Pictures.

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