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Moon Moon originated from a picture that was put on Tumblr and various other sites, like 9gag. It was one of those interactive things where you take your initials to see what your Hobbit-, vampire-, dragon-, … name is. The person that put it on there captioned it: "MY NAME, IS FRICKIN MOON MOON. I’D BE THE MOST RETARDED WOLF. ‘OH SHIT WHO BROUGHT FUCKING MOON MOON ALONG?'".
Since then, pictures with wolves, or wolf-like dogs that are acting derpy or retarded have been captioned with things like: "You never go full Moon Moon" (referring to "you never go full retard".)