I've tried the massage trick, and it didn't work. Since I have nearly 3 years of AppleCare left, I feel like I might as well just take it in since I can approve or reject the replacement screen thereafter. (they have you "accept" it at the Genius Bar)When I powered up my rMBP for the first time, I had about 10 stuck pixels. Fortunately, I was able to very carefully massage them unstuck with my finger. They haven't resurfaced, and the display is gorgeous.
If you just apply a little bit of pressure each stuck pixel, there's a good chance you can coax them back to life. The videos probably also work, though I don't have any experience with them.