Microsoft Nixes Centralized Windows 10 Launch for Massive Ad and Marketing Splashes

Don’t expect your basic single-location, ticker-tape parade style blowout event Microsoft (MSFT) typically delivers for the Windows 10 launch on July 29.

Not that the OS is going to to come in with a whimper. Instead, the vendor will kickoff a series of festivities for its five million Windows Insiders in 13 cities globally, including Beijing, Berlin, Dubai, Johannesburg, London, Madrid, Nairobi, New Delhi, New York, Sao Paolo, Singapore, Sydney and Toyko. Windows team members will be at some of the locations, adding to the demonstrations and hands-on opportunities.

“We will host global fan celebrations, join thousands of retailers to help customers upgrade to Windows 10, and welcome the newest generation of Windows fans via a new global advertising campaign and through online content,” said Yusuf Mehdi, Microsoft Windows and Devices Group corporate vice president, in a blog post on the vendor’s launch plans.

In addition, the vendor will kick off the launch of Windows 10 in 110 Microsoft Stores in the U.S., Canada and Puerto Rico on the 29th, where customers will be able to upgrade to Windows 10. Select stores will offer free in-store workshops for Windows 10 training.

Microsoft also has set up with a number of retailers to ease the upgrade process, arranging with Best Buy, Bic Camera, Croma, Currys/PC World, Elkjøp, Jarrir, Incredible Connection, Media Markt, Staples, Wal-Mart, Yamada, Yodobashi and others. The retailers will provide support for those upgrading to Windows 10, data migration services to help people move files from old PCs to new PCs, and areas where people can try out Windows 10.

The vendor intends to back the Windows 10 launch with a global ad campaign that will start on July 20th in the U.S. and July 29th globally, featuring TV and digital ads highlighting the OS’s new features.

And, as part of Microsoft’s year-long Upgrade Your World initiative, the vendor has partnered with 10 global and 100 local non-profit organizations to the tune of $10 million in cash investments to support their missions and promote awareness of their causes.

So far, nine participating global nonprofits are CARE, Code.org, Keep a Child Alive, Malala Fund, Pencils of Promise, Save the Children, Special Olympics, The Global Poverty Project, and The Nature Conservancy.

Microsoft is asking people starting on July 29 to vote for a 10th global nonprofit to participate in the Upgrade Your World initiative. In addition, beginning in September, Microsoft will crowdsource nominations for 10 nonprofits each in Australia, China, France, Germany, India, Japan, Kenya, Mexico, the U.K. and the U.S. Each of the 100 local winners will receive a cash investment to support their work to upgrade the world.

“We can’t wait to celebrate the Windows 10 launch with people around the world, whether at a fan celebration event, at a retail store, or through sharing stories online,” wrote Mehdi.