Microsoft Preps Global Campaign for Windows 10

Cause Component Urges Consumers to Select Nonprofits Who Are 'Upgrading the World'

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Microsoft will kick off a global ad campaign on July 20 with the tagline "A more human way to do," to introduce Windows 10. Marketing will focus on a message called "Upgrade Your World" including asking users to tweet things they want to upgrade like their car with the hashtag #UpgradeYourWorld.

Microsoft Corp. said that some personal computers will come pre-installed with Windows 10 at the time of the software's release on July 29.

Dell Inc., Hewlett-Packard Co., Lenovo Group Ltd. and Acer Inc. will have machines with Windows 10 for sale in stores on the first day, Microsoft said in an e-mailed statement. The operating system, which most customers will get as a download for existing machines, isn't totally complete yet and so the final version hasn't been given to PC makers, the company said.

The Windows 10 release will represent a far more scaled-down, decentralized effort than previous glitzy and highly coordinated introductory events. The company is moving to deliver Windows as a service with both the whole operating system and smaller updates delivered to computers via download.

The software won't be available initially for everyone to download -- instead the five million people who have been testing Windows 10 for Microsoft will get first crack at downloading it on July 29, the company said in a blog post earlier this month.

The events to introduce the new system will focus on those enthusiasts who have been testing the software with parties in 13 cities including Beijing, London and New York, said Yusuf Mehdi, vice president of Windows and device marketing.

There will also be a strong social media and cause marketing component. Microsoft says it will invest $10 million in organizations that are "upgrading the world." The company has already selected nine global nonprofits and is looking to consumers to help it select the 10th nonprofit. Based on consumer votes, the 10th nonprofit selected will receive $500,000, as well as Microsoft technology and services. Consumers will also be asked to help the company select 100 local nonprofits -- 10 in 10 countries -- to recieve $50,000, as well as Microsoft technology and services.

--Bloomberg News with contributions from Natalie Zmuda--

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