To establish Pop Secret as the top-of-mind microwave popcorn among the digital streaming audience, we created a Tumblr aimed at movie fans called POPSECRETLABS .

Each month we released a tool, app or partnership that made movie watching more social and enjoyable. By the end of the year, Pop Secret outsold Orville Reddenbacher for the first time ever.

Here are some of my favorites:

PERFECT POP is an iPhone app that listens to the popping and tells you when to stop the microwave so the bag is perfect. It debuted at #3 in free food and beverage apps in the iTunes store, and was covered by over 80 news sites, including Fast Company.

To promote the app we found tweets about burned popcorn and arranged them into a song (a pop song -- yeah, had to go there) for this demo video

POPTOPIA is an iPhone game where you can earn points for your school by popping popcorn on a magical planet governed by the mouth-god (try it!)

With the addition of our POP DONGLE, Poptopia became the world's first smellable mobile game.

POP SEARCH is a Google Chrome extension that lets you highlight any movie title in your browser and find where you can stream it with one click.

POP OVER is a movie night maker the merges facebook invites with your Netflix cue.