Massively for Entertainment & Media
Turn fan passion
into measurable action.
From click-to-message ads to DM Canvas storefronts to character chat ARGs — Massively builds the full conversational campaign stack for film, TV, gaming and media brands. We don’t just drive impressions. We start conversations that convert.
We’ve built agent briefings for Paramount, fan engagement bots for Scream, and chat-enabled display ads that ran inside The Globe and Mail. Whatever the IP, whatever the platform — we’ve done it.
Custom builds · Campaign retainers · Always-on fan funnels
Mission: Impossible — Dead Reckoning ↑
38
Messages per user — Mission Impossible campaign
59%
Fans completed the full mission briefing experience
3X
Engagement vs. industry standard for display ads
700K+
Ad impressions served for Globe & Mail / Pandora campaign
The missed opportunity
Fans are already talking about your IP.
Most brands aren’t talking back.
A trailer drops. Reddit explodes. TikTok theories multiply. Discord lights up. Fans are doing the work — building the hype, spreading the lore, showing up in the comments. But the brand’s response is a static link-in-bio, a generic “watch the trailer” post, and a paid media buy that disappears the moment the budget runs out.
Massively closes the gap. We put a conversational experience directly inside the DM — so when a fan comments “I accept the mission” or DMs your account, they get pulled into an immersive world. Not a landing page. Not a link. A conversation that feels like it’s happening inside the story itself.
And every interaction opens the Meta 24-hour re-engagement window — giving you a compliant, high-deliverability path to follow up with ticket links, lore drops, and exclusive content after the conversation ends.
How Massively works for entertainment
One platform. The full campaign funnel.
From paid media that drives awareness, through organic social mechanics that deepen engagement, to the automated follow-up that converts fans into ticket buyers and subscribers.
Attract
Chat-enabled ads & click-to-message
Your paid media drives fans directly into a conversation. Click-to-message ads on Instagram and Facebook open a DM the moment someone engages. Chat-enabled display ads embed a live bot inside the ad unit itself — fans get answers, recommendations, and ticket links without ever leaving the page they’re reading. No redirect. No bounce.
A Quiet Place · Globe & Mail · BMO
Engage
DM Canvas, ARGs, character chats & lore drops
Inside the DM, fans experience something no link-in-bio can deliver. A swipeable DM Canvas showcasing trailers, showtimes, and merch. An agent briefing that plays out across 38 messages. A character AI persona that stays in-universe. Keyword-triggered lore reveals. Sorting quizzes that route fans to the right content. All inside Instagram or Messenger — no app download, no microsite.
Mission Impossible · Scream VI · 80 for Brady
Convert & Retain
24-hour re-engagement & ticket conversion
Every fan interaction opens Meta’s 24-hour messaging window — a compliant, high-deliverability path to follow up with ticket links, exclusive content, and countdown reminders. Unlike email (20% open rate) or push notifications, DMs open at 80%+. We close the loop between fan engagement and box office action.
80%+ DM open rate
Campaigns in action
See what it looks like inside the phone.
Real campaigns. Real fan experiences. Everything you see happened inside Instagram and Facebook Messenger — no separate app, no microsite.
Mission: Impossible
Agent briefing ARG — fans gathered intelligence across 38 messages. 59% completed the full mission.
Instagram DM · ARG
Scream VI
Character chat and fan engagement campaign. Horror franchise mechanics driving DM conversation at scale.
Messenger · Character Chat
80 for Brady
Fan engagement campaign bringing audiences into the world of the film through an interactive DM experience.
Instagram DM · Film
Beyond the DM — Conversational Display Ads
A conversation embedded
inside the ad itself.
For A Quiet Place Part 2, Massively built a chat-enabled display ad unit — a live bot embedded directly inside a 600×900 rich media ad served across publisher sites. Fans could ask questions, get character intel, and access exclusive content without ever leaving the page they were reading.
This is conversational advertising at its most innovative — the ad listens, responds, and converts. No redirect. No bounce. A salesperson embedded in your creative.
3X
Engagement vs. standard display
42s
Avg. conversation length
6%
Action rate (desired outcome)
BEAM by Massively — conversational display ad ↑
The mechanic menu
Whatever your IP needs, we've built it.
These frameworks are reusable, customisable, and proven across film, gaming, horror, and media campaigns.
DM Canvas Storefront
Swipeable cards inside the DM — trailers, showtimes, merch, ticket links. The only shoppable DM experience on Instagram and Messenger.
Character Chat Personas
AI-powered in-universe personas — J. Jonah Jameson, Doctor Doom, an Umbrella Corp memo bot. Fans talk to the story, not the brand.
ARG & Easter Egg Reveals
Keyword-triggered lore drops, hidden frame reveals, coordinate decodes. Fans DM a word and unlock something the rest of the internet hasn't seen.
Sorting & Personality Quizzes
Which Spider-Suit are you? What Hyrule race? Which District? Routes fans to the right content and drives merch and ticket conversion at the end.
Escape Rooms & Gamification
Multi-step narrative challenges delivered entirely inside the DM — "survive the alien invasion," "level up through a series of tests," "crack the code before time runs out." Fans earn rewards, unlock content, and keep coming back.
Countdown & Ticket Conversion
Countdown mechanics tied to IMAX pre-sales, opening weekend, or streaming premiere. Urgency inside the DM, deeplinks to Fandango or AMC.
Chat-Enabled Display Ads
A live bot embedded inside your rich media ad unit. Fans get answers, recs, and links without leaving the publisher page. 3X engagement vs. standard display.
Proven in the field
Case studies.
Mission: Impossible — Dead Reckoning Part 1
Paramount Pictures
Massively built a custom Instagram and Facebook chatbot for Paramount — a fully interactive agent briefing. Fans were recruited to take on a mission (if they chose to accept it), gathering intelligence on people and locations from the film. The experience played out across 38 back-and-forth messages and kept 59% of fans engaged through to completion — a benchmark-shattering result for any interactive campaign format.
38
Messages per user
59%
Mission completion rate
The Globe and Mail × Pandora
Conversational Display Ad
Massively partnered with The Globe and Mail to serve a chat-enabled ad for Pandora across the publisher's homepage. The bot acted as a personal shopper — asking questions, making recommendations, and serving product images and links directly inside the ad unit. Served over 700,000 times before the holiday season closed. Fans got answers without ever leaving the article they were reading.
700K+
Ad impressions served
3X
Engagement vs. standard display
eBay Canada
Social Campaign Extension
eBay Canada used Massively to turn a standard one-way social campaign into an extended two-way conversation. Simple chatbot executions kept audiences in the funnel and made media spend work harder — turning impressions into interactions and interactions into intent. A blueprint for how any brand can get more from the social media dollars they're already spending.
Trusted by
Who we work with
Built for entertainment, media, and the agencies that power them.
Film & TV Studios
Tentpoles, franchise IP, horror, animation, prestige. Campaign builds from teaser to opening weekend.
Gaming & Interactive IP
Video game adaptations, game launches, esports. ARG-receptive audiences who expect to earn their content.
Publishers & Media
Content menus, newsletter sign-ups, subscription drives — delivered as swipeable DM Canvas experiences.
Creative Agencies
Trailer Park, Mob Scene, Ignition — we partner with the agency layer to execute at the speed campaigns demand.
Ready to build something extraordinary?
Let's talk about
your campaign.
We've built agent briefings, character chats, ARGs, and display ads that fans actually remember. Tell us about your IP and we'll tell you what's possible.