The document outlines a marketing plan for Duck Dynasty with the following key points: - The plan includes phases for activating buzz, launching a campaign, and sustaining engagement. - A timeline shows milestones from activating on September 19th through announcing a winner on October 17th. - A schedule details the objectives and dates for each phase: activate, launch, engage, interact, reward, and sustain. - Additional slides cover operational flow, a tweet schedule to promote episodes, and proprietary legal markings.

1. Proprietary & Confidential.
© 2012 R/GA All rights reserved.

2. Slide Title
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Proprietary & Confidential.
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3. Slide Title
Die-Hards
Appreciators Unexpecteds
Proprietary & Confidential.
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4. Proprietary & Confidential.
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5. Timeline Milestones
9/19/2012 9/26/2012 10/03/2012 10/07/2012 TBD 10/10/2012 10/17/2012 10/17/2012
Activate Kickoff Phase 2 Season 2 Announce Sustain
@DuckDynastyAE #JointheDynasty DD content Premiere Winner Duck Call
Buzz Feed submission Mission Control Mission Control
Content Google Twitter hub TBD
Hangout Duck Call
Proprietary & Confidential.
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6. Schedule
ACTIVATE LAUNCH ENGAGE
1 2 3
Date: 9/19/12 Date: 9/26/12 – 10/3/12 Date: 10/7/12
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Proprietary & Confidential.
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7. Schedule
INTERACT REWARD SUSTAIN
4 5 6
Date 10/10/12 Date 10/17/12 Date TBD
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enim bibendum a dapibus enim bibendum a dapibus enim bibendum a dapibus
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Proprietary & Confidential.
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8. Proprietary & Confidential.
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9. Operation Flow
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Proprietary & Confidential.
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10. Proprietary & Confidential.
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11. Duck Call Schedule
10/7/2012 10/10/2012 10/17/2012 10/24/2012
Kick off Duck Premiere Night 2nd Episode 3rd Episode
Call 3 Tweets 3 Tweets 3 Tweets
5 Tweets @AETV @BossHogWife @AETV
@DuckDynastyAW @DuckDynastyAE @DuckDynastyAE @DuckDynastyAW
@WillieBossHog @JaseDuckman @WillieBosshog @Duck_Commander
@JaseDuckman
@BossHogWife
@Duck_Commander
Proprietary & Confidential.
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12. Proprietary & Confidential.
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13. Proprietary & Confidential.
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14. Proprietary & Confidential.
© 2012 R/GA All rights reserved. 14