I would like to contribute more, but I have to say the brief is quite vague (perhaps intentionally) but can to provide a little more information on how this venture works?
You build a crowd - find people with a common interest?
You give them money - to do what?
How do you win things?
I have no problem thinking out of the box but I don't know what I'm trying to say. People on fire seems odd to be without some clue as to why its a positive thing.