REDMOND, WA: The Windows operating system is still Microsoft's bread and butter, meaning any launch is accompanied by industry hoopla.
After multiple delays, Windows 10 is set to arrive on July 29 for PC and tablets, and Microsoft has kicked off a global, fan-oriented campaign called Upgrade Your World to celebrate.
The company has released multiple build versions of the OS for testing in the run-up to the launch, accumulating 5 million testers to date.
To say thank you, the Upgrade Your World campaign will focus on Microsoft’s "biggest fans" with events in 13 cities including London, Madrid, New York, Delhi, and Tokyo.
Microsoft will stage experiential demos, hands-on opportunities, and entertainment, and give fans the chance to meet its Windows team.
Windows 7 lingers
The company will also put some marketing muscle into persuading people to upgrade from older versions of Windows.
This remains a key challenge for Microsoft, with the majority of the world’s PCs still running on Windows 7, which Microsoft stopped supporting at the beginning of this year.
The company has worked with retailers including Best Buy and Walmart in the US to create "experience stations," where customers can try out Windows 10 or upgrade.
Global ad campaign
Microsoft has also floated a global ad campaign beginning next week for Windows 10, covering TV and digital.
The ads will focus on Windows 10 features such as new browser Microsoft Edge and facial recognition service Windows Hello.
The wider Upgrade Your World campaign will also see Microsoft give $10 million to a number of global and local nonprofits.
Crucial release for Microsoft
Windows 10 is regarded as Microsoft’s most important operating system release yet, since it’s the first version of Windows that will span phones, PCs, and tablets.
The release is also weighed diown by the baggage of Microsoft’s previous operating system, Windows 8. Inexplicably, the company decided to skip the number nine altogether.
Windows 8 marked a radical change in direction, ditching the traditional Start menu for a panel of touch screen apps.
It also introduced certain apps that launched full-screen by default, making multitasking difficult.
These and a number of other features attracted strong criticism, with Microsoft relenting for Windows 10, reinstating the Start menu, and creating resizable apps.
This story originally appeared on Marketing.