It's quite powerful to be in the moment and seize opportunities when they appear, Think about it. Doing all of this required someone at Budweiser seeing it happen, acting on the opportunity to tap into it (pun intended) that night, and mobilziing forces almost immediately to change lots of people's schedules to create an ad that ran only once or twice. That's impact.
One of radio's great strengths is how nimble we can be. Something happens in the news or pop culture cycle and we can immediately insert ourselves into it to get attention.
How much content on your morning show is of-the-moment? Also, how fast acting are your people to create something from those moments that makes the content big (bigger) and distinctly theirs to create talk?
The very best shows are perishable - in other words, if you played what they did in a certain hour today in two weeks, it'd feel stale and old. That's being super topical, and that's good. Think about how much different this ad feels in game 7 (the very next night after it happened) then it would in a week or two. That's what every show should sound like.
Seizing the moment sometimes requires money. Oftentimes it requires innovation. And all the time it requires initiative.
How much time do your personalities spend on seeing and seizing these moments so there is a fear of missing out if fans don't tune in because the experience, around whatever is going on at that time in this world (or your market), is so different and entertaining?