According to one implementation, a method of guiding an interaction between a companion module and a user includes identifying a media content for playout by a media player device, transmitting, to a remote server, an interaction schema request identifying the media content and the companion module, and receiving, from the remote server, behavioral manifest data including an instruction for guiding the interaction between the companion module and the user. Such a method also includes obtaining a play head state of the media player device and a playout timecode state of the media content, and identifying a user interaction behavior for the companion module based on the behavioral manifest data, the play head state of the media player device, and the playout timecode state of the media content.