Microsoft, in addition to preparing Windows 10, has also been working on marketing for its latest OS. Today the tech firm is starting its marketing efforts for Windows 10, which will be launched by the end of this month. The tech firm hopes that its marketing efforts will help it hit its target of making the new OS available on 1 billion devices within three years.

Windows 10

Microsoft to celebrate launch in 13 cities

In its marketing efforts, the company will focus on fans. The tech firm has already collected millions of fans. Just weeks before the launch, the tech firm has 5 million Windows 10 testers. The number is impressive by any count.

“We wanted to really focus on the fans of Windows,” says Yusuf Mehdi, head of marketing for Microsoft’s Windows and devices. Mehdi has also headed up Xbox marketing, so there are good chances he will make use of Microsoft’s Xbox fan celebrations for Windows marketing.

Microsoft, which generally goes for a single big launch party, will hold events in 13 cities worldwide for the Windows 10 launch. The cities where Microsoft will be organizing launch events are Sydney, Tokyo, Singapore, Beijing, Madrid, London, São Paulo, New York City, New Delhi, Dubai, Nairobi, Berlin and Johannesburg. Windows fans in these cities will be able to enjoy the launch of their favorite OS and get a chance to meet Windows team members.

Windows 10 TV campaign starts next week

In addition, the tech firm will debut its TV campaign for Windows 10 next Monday. In an interview with the Verge, Mehdi said that the TV campaign “is really all about celebrating a new era of Windows and Windows fans,” adding that it will focus on “what life can be like if you grow up in a world of Windows 10.” The tagline of one part of the campaign will be “a more human way to do.” In another campaign, referred to as an “upgrade your world,” the tech firm will donate $10 million in cash investments to 10 global non-profits and 100 local non-profits.

Though Windows 10 will launch on July 29, not everyone will be able to get their hands on it. Initially, Windows 10 testers will get the new OS at launch, while for others, it will be rolled out gradually. But if you can’t wait and you are not a tester, Microsoft has a provision for that also. A user will get “priority for the upgrade” if he or she buys a new computer on July 29 or later.