GE Capital wanted to connect with US middle market CEOs who are facing head-on the challenge of reconciling disruptive new technologies that will either make or break their business. To engage this group, and demonstrate that GE Capital was a best-in-class business partner, we created a landmark event and content series: Appetite for Disruption.

In three cities, over two weeks, we hosted industry disruptors at a series of live events. During each event, we interviewed key attendees, produced articles, videos and infographics with practical, real-world guidance and tools to empower industry executives to realize their own disruptive strategies to help their business compete and succeed. 

This three-month campaign lived on a custom digital hub on WSJ.com, and traffic-driving units ran across the WSJ Digital Network. The Appetite for Disruption hub aggregated the content and drove users to individual articles, videos or infographics.