I had you and @ablaze in mind actually and I have no doubt if we gave you 100k a year, you would be great at it. I would be in favour of this kind of model rather than throwing money down a black hole. Or I would use the 100k to attract web3 games to the platform. Here's a 100K . Come to Hive. That's what the likes blockchains such as Ronin and Sol are doing. I'm sure Splinterlands were approached like this.
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Christ even with a quarter of it, we could put on something serious and attract plenty of interest to Hive.
Beforehand you sit down and have a good debrief with some Devs to help cover off likely questions, then you dress the part and engage with as many people as possible.
Then you show what you've achieved. Tangible results. X number of new users. Y number of engagement.
Then you run a contest of some sort to bring people to Hive. €3K for the first user to attract 100/200 new gunuine users or something along those lines.
As for merch, christ with a budget of €25K you could get some decent stuff.
As for the rally car for 1/4 million, Christ, don't get me started! You wouldn't mind if Hive had kicked on and grown after this initiative, but it seems to have done precisely the opposite.