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EE tops Twitter's best 10 marketing campaigns of 2012

Twitter has unveiled its list of the UK's top 10 best executed product campaigns for the year.

Mobile operator EE's October 4G launch campaign came out on top, thanks to the way it employed the social networking platform's promoted trends and tweets functions, as well as interest- and location-based targeting, in order to reach a wide online audience.

The final list is based on an amalgamation of information, such as reach, total engagements and impressions.

EE has also received praise for its integration of Twitter activity into the overall 4G promotion, incorporating hashtags and @ handles in separate forms of advertising media.

"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," Twitter UK sales director Bruce Daisley told Marketing Magazine.

Starbucks' #FreeStarbucks push, in which its customers gained free lattes, and Puma's Olympics campaign, where people were encouraged to post images of themselves mimicking Usain Bolt's trademark pose, came in second and third places, respectively.

Other brands in the top 10 include Cadbury, Coca Cola and Adidas.