We created the world’s biggest movie (and Fandango) fan and cast Saturday Night Live’s Kenan Thompson as Miles Mouvay. We developed a colorful and funny mythology for this character and illustrated his passion for movies. He couldn’t help but share this with the world!

Miles Mouvay spoke directly to consumers from his Fan Cave, the ultimate movie lover’s lair complete with a Jaws replica, a real popcorn machine and concession counter, vintage movie seats, framed posters, popcorn lamps, and film reel-shaped tables.

The campaign seamlessly wove great storytelling with business propositions that Fandango wanted to highlight. Miles’s passion for movies and Fandango clearly illustrated Fandango’s efforts to service movie fans at every turn.

This 360-campaign permeated pop culture. A national television plan featured spots running across broadcast and cable TV and included ad placement in some of the biggest network shows. The campaign included eight television spots, original digital video streaming all across the Internet, immersive live events in New York and Los Angeles, in-theater media and outdoor billboards.

And we didn’t stop there. Digital takeovers and millions of impressions on Facebook, Snapchat, YouTube, and Instagram helped drive increased awareness to unprecedented heights. Fandango’s Miles Mouvay even has an active social media presence on Twitter and Instagram, engaging consumers everywhere.

The campaign garnered blockbuster success with across-the-board brand growth from app downloads to brand affinity and intent-to-use. Ticketing grew 81% year over year (YOY). Fandango’s VIP program sign-ups ballooned 249% YOY.

Among those who saw the TV ad, 64% said they now see Fandango in a more positive light and 61% said they intend to use Fandango more often as a result.

Fandango’s unaided awareness grew 10 points to 34%, while its total awareness shot up to 92%, making Fandango one of the most known movie-related sites or apps.

The next iteration of the Fandango “We Love Movies” campaign featuring Miles Mouvay has already been shot with fun character evolutions and buzzworthy cameos and will begin rolling out in May 2016.