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"Building from the idea that movie fans want to chat with the characters they love, Kik users are able to interact with Quinn and learn more about the movie by starting a chat with "Insidious" on the app."
"The story and experience were built by a marketing technology startup called Massively, which hopes to bring any number of fictional characters to life through text messaging."
"...an initiative team officials think could reach hundreds of thousands of teenagers—a notoriously difficult group to target through traditional channels or even other digital platforms."