NPC's for NPC

NPC's for NPC
non playable characters promoting the national physique committee.

Problem
The National Physique Committee (NPC) is massive in bodybuilding circles, but to most outsiders, the acronym means nothing other than video game filler characters.

Insight
The National Physique Committee shares an acronym with one of the most recognizable terms in gaming culture:
NPC (non-player character).

Solution
We reimagine the "NPC" acronym by inserting bodybuilders into the world of video game NPCS.
Scattered all around the GTA map, these oiled-up competitors bring bodybuilding out of the niche fitness world and into broader gaming culture.

Execution
Step 1- We modded a GTA Server, and replaced all the NPC's with bodybuilders who are "training for National Physique Committee National Championship"
Step 2-We then partnered with a streamer named Bajheera, who's a bodybuilder and gamer
Step 3- And lastly we leveraged the attention gained from Bajheera's stream into an in game challenge with free rewards including a free trip to the NPC Championship.