3‑12

3 Information System Digital Media

Customer Relationship Management for
the Tokyo 2020 Games
FUEKI Nobutaka

ANDO Tatsuya SAITO Kazuo
SEKIGUCHI Naohiro

Customer Relationship Management (CRM) was implemented for the Olympic and Paralympic Games Tokyo 2020 toconnect with the spectator and build a bond with the Olympic and Paralympic Games Tokyo 2020 Unique ID the so‑called
TOKYO 2020 ID for Olympic and Paralympic Official Ticket Sales and official online shop sales was implemented as acommunication channel for ID registrants Information was provided through the portal site so‑called My TOKYO 2020and TOKYO 2020 email magazine This article introduces CRM initiatives put into practice at Tokyo 2020 Games such as
the first‑ever data synchronization between TOKYO CRM and IOC CRM
Keywords：CRM TOKYO 2020 ID My TOKYO 2020 TOKYO 2020 email magazine IOC collaboration Legacy

1．Introduction
This article first introduces the “background and2．Background and Approach
21

Project Launch Period

approach” of the project from its launch to the GamesAs of 2016 the results of various surveys indicatedperiod Next the channels “My TOKYO 2020” “TO-that ticket sales for the Tokyo 2020 Games were in

KYO 2020 email magazine” and various collaborations

danger of slumping given that the intention to watch thethat practiced CRM Then “TOKYO 2020 ID” which

Tokyo 2020 Games at venues had not increased and thesynchronized various systems“IOC collaboration”

ticket sales rate for the Rio 2016 Games was 91% (Note 1)

which was the first attempt in history and “Legacy”

which was low There was a possibility that ticket

which will be inherited after the end of the Olympic andholders would not come to the venue for the TOKYO

Paralympic Games Tokyo 2020 (hereinafter referred to2020 Games In the past Games there was an incident

as “Tokyo 2020”) will be introduced

where ticket holders did not come to the venue even if
purchased and it seems to be applied to Tokyo 2020
Games A CRM project was launched to solve these
problems with the goals of “selling out tickets” andFUEKI Nobutaka
Marketing Bureau The Tokyo Organising Committee of the Olympic andParalympic Games
ANDO Tatsuya
Digital Marketing Office The Tokyo Organising Committee of the Olympic andParalympic GamesSAITO Kazuo
Digital Marketing Office The Tokyo Organising Committee of the Olympic andParalympic GamesSEKIGUCHI Naohiro
Digital Marketing Office The Tokyo Organising Committee of the Olympic andParalympic GamesThe Journal of The Institute of Electronics Information and Communication Engineers Vol 105 No 8 Supplement pp 188‑196 August 2022
© 2022 The Institute of Electronics Information and Communication Engineers

188“achieving full stadiums” for the Tokyo 2020 Games The
project aimed to conduct sales promotions to increase
the intention of spectators to attend the Tokyo 2020
Games

identify potential spectatorsand distribute

appropriate information to spectators In response to thelow user‑friendliness of the multiple IDs used in past

(Note 1) Adapted from OLIMPIC MARKETING FACT FILE 2021
EDITIONTHE JOURNAL OF THE INSTITUTE OF ELECTRONICS INFORMATION AND COMMUNICATION ENGINEERS

such as the lottery application start event were held toincrease exposure and generate buzz

In addition

information was provided through My TOKYO 2020 and
the TOKYO 2020 email magazine mainly to those who
intend to purchase tickets leading to an increase inlottery applications In addition we sought to build
momentum by disseminating information on ticket sales
through official media such as SNS As a result access tothe ticket sales website was flooded and a long waiting
period ensued generating such a tremendous responsethat additionallottery sales were conducted
The number of tickets sold in the first lottery wasapproximately 3 22 million and approximately 350 000
tickets were sold in the additional lottery Seventeen
types of regular demand were selected for CRM andwere the target of focused communication for the second
Figure 1

CRM Strategy

lottery sale
23

Paralympic Games First Lottery Sales Period

As with the first Olympic Games lottery approxiGames we implemented an integrated One ID for Tokyo

mately 600 000 tickets were sold due to the combined2020 for centralized information management

implementation of various measures Twenty‑two types

The CRM strategy (Figure 1) was to provide
information about the Tokyo 2020 Games to generateof regular demand were selected as the target of focusedcommunication for the second lottery saleinterest encourage participation in events and increase
involvement This is because maximizing both engage-

24

Olympic Second Lottery Sales Period

ment activities to broaden the base of interest andBased on the first Olympic Games lottery results PR

Spectator Experience (SPX) activities to increase

activities were conducted to promote the attractivenessinvolvement in the Games would increase the number ofof each sport in the second lottery so that people could

people who work together to create the Tokyo 2020

apply for not only popular sports but various otherGames

sports The distribution of TOKYO 2020 email maga-TOKYO 2020 ID was established in July 2016 before

zines by segment and publication of special features on

the Rio 2016 Games began and information distribution

My TOKYO 2020 and the TOKYO 2020 official website

via email magazine started in August of the same year

also took place Approximately 900 000 tickets were

In July 2018 a promotion was started to promote thesold The supply‑demand balance was analyzed again

registration of TOKYO 2020 ID under the concept of “Be

the potential to sell‑out was calculated and nine types of

one of the miracle makers” As a result we fosteredregular demand were selected as the target of priority

momentum for the Games and a significant increase incommunication for first‑come‑first‑served

the number of TOKYO 2020 ID registrants and access toTOKYO 2020‑related sites was predicted The number

25

of registered IDs exceeded approximately 2 million as of

For the second Paralympic lottery PR activities were

Paralympic Games Second Lottery Sales Period

March 2019 enabling us to identify a significant number

conducted to build momentum for the Paralympics as aof potential spectators for the Tokyo 2020 Games before

whole and to promote the appeal of the Games digitalticket lottery sales

measures distribution of TOKYO 2020 email magazines
by segment and special features on the games on My

22

Olympic First Lottery and AdditionalLottery

TOKYO 2020 and the official Tokyo 2020 website

Sales Period

Approximately 370 000 tickets were sold Twelve types

An official ticket sales website was launched in
preparation for the first round of ticket sales PR eventsof regular demand were selected as the target of focusedcommunication for first‑come‑first‑served

Special Issue : Technology and Innovation in the Olympic and Paralympic Games Tokyo 2020

189

Figure 2

Number of TOKYO 2020 ID Registrants

As of January 2020 after the second lottery washas collaborated with the public relations bureau chiefcompleted for the Paralympic Games TOKYO 2020 ID

media (Tokyo 2020 official website SNS) and the event

registrants exceeded approximately 8 2 million (Figure“One Year to Go” and sent positive messages for the2)This record far surpasses the 4 million people

Games As a result the opening rate of the email

registered for the London 2012 Games which was themagazine remained the same as before the postpone-

highest everment of the Gamesand the number of positive

comments increased significantly on social media
26

Postponement to Games TimePeriod

showing the strong impact of the Games on users

On March 24 2020 as the coronavirus disease 2019

During the Games Timeperiod daily competitions(COVID‑19) spreads worldwide the postponement ofsuch as “live blog” and “medalist interview” along with

the Tokyo 2020 Games for about one year wasathlete information“guidelines for the COVID‑19

announced and it will be officially decided to postpone

infection control” and “request to refrain from watching

until the summer of 2021 This decision less than fourroadside games” etcmonths before the opening of the Olympic Games wasInformation was provided

the first postponement in the history of the Olympic andOn the other handfor safe and secure competitions
the Tokyo 2020 Games also

The CRM communication was

strengthened collaboration with the IOC to enhance user

shifted from sales promotion to providing safe andconvenience by centrally disseminating information

secure opportunities to watch the games and the project

related to the Olympic and Paralympic Games A single

was restarted

sign‑on mechanism with the IOCʼs Olympic ID was

Paralympic Games

Information on “safe and secure Games operations”

introduced to the TOKYO 2020 ID in April 2021

“spectator and ticket handling policies” and “maximizing

From September 2020 the Organising Committee

spectator value” was disseminated through My TOKYO

commissioned the IOC to distribute an email magazine

2020 the TOKYO 2020 email magazine and the IOC

under the supervision of the Organising Committee toemail magazine for the Games periodTOKYO 2020 ID registrants and email subscribers

As the postponement of the Games has been decided

TOKYO 2020 ID registration information such as areainterest in the Games has diminished and cautious viewsof residence gender age interest in the games andhave increased So the TOKYO 2020 email magazine

ticket purchase information for some spectators during

190

THE JOURNAL OF THE INSTITUTE OF ELECTRONICS INFORMATION AND COMMUNICATION ENGINEERS

Table 1

User
base

Percentage of Ticket Applications
Olympics
First Lottery
Sales Period

Olympics
Second Lottery
Sales Period

Paralympics
First Lottery
Sales Period

Paralympics
Second Lottery
Sales Period

My TOKYO 2020＋Feature Articles
Contribution CV rate
(excluding TOKYO 2020 Email Magazine
only)

34 6%

32 9%

23 0%

21 9%

My TOKYO 2020＋Feature Articles＋TOKYO 2020 Email Magazine
Contribution CV Rate

45 5%

38 1%

50 0%

47 2%

Table 2the Games was linked to disseminate targeted information A wide range of information was distributed
including emails focusing on specific themes such as

TOKYO 2020 Email Magazine Open Rates
Overall

Ticket‑RelatedInformation
PostedSpectator Experience
Related Information
Posted

49 6%

50 2%

48 9%

“Torch Relay” and “Countdown Event” as well as emails
covering multiple themes related to the Games such as

Averageopen rate“Athletes” “Competitions” and “Safe and Secure GamesManagement” During the Games period daily information was provided including information on competitions
and athletes such as “Todayʼs Highlights” and “Featured

events athlete information etc were informed There

Athletes” as well as information related to building

were several types of emails One is for all‑target

momentum safety and security such as “Guidelines foremails which were delivered to all email subscribers

the COVID‑19 Infection Control” and “Request forand the other is segment emails that were based on

Voluntary Restraint from Spectators Along the Road-

attribute information such as “gender” “age” “residen-side”

tial area” and preference information such as “favorite
competition”

3．My TOKYO 2020 and TOKYO 2020 EmailMagazine
31
311

32
321

Overview

Achievements
Ticket Application Ratio in Each Lottery
PeriodMy TOKYO 2020

Table 1 shows the results of ticket applications madeMy TOKYO 2020 was launched in January 2019 as avia My TOKYO 2020 and the TOKYO 2020 emailcommon My Page for TOKYO 2020 ID registrants It

magazine during each lottery sales period indicating

consolidated and disseminated information on official

that many users applied for tickets through the channels

Olympic and Paralympic Games ticket sales Tokyo 2020

where CRM was implemented

officially licensed products Tokyo 2020 competitions
events and athletes and TOKYO 2020 PASS allowing

322

TOKYO 2020 Email Magazine

TOKYO 2020 ID registrants to enjoy benefits at theTable 2 shows the average open rate of the TOKYO

National Federation partner events etc Contents were2020 email magazine The email magazine attracted

posted following the attribute information registered bysignificant interest from users throughout the periodTOKYO 2020 ID registrants such as “gender” “age”
and “area of residence” as well as their preferences

4．TOKYO 2020 ID

such as “favorite sports”
41
312

TOKYO 2020 Email Magazine

Overview

TOKYO 2020 ID is an ID authentication platform that

From August 2016 email magazine started to send

has been operating since July 2016 4 now we will

emails to those who had given their consent Similar to

mainly introduce the new ID infrastructure that started

My TOKYO 2020

operation in January 2019 (Figure 3)

ticket sales

Olympic and Paralympic official

Tokyo 2020 competition information

A significant increase in the number of TOKYO 2020

Special Issue : Technology and Innovation in the Olympic and Paralympic Games Tokyo 2020

191

Figure 3

Overview of TOKYO 2020 ID Federation

ID registrants and a rapid increase in the number ofsocial login with other ID providers were planned theaccesses to the site during the critical period was

new ID platform uses OpenID Connect (hereinafter

expected from the forecast during promotion planningreferred to as OIDC)

It was also planned that TOKYO 2020‑related websites

consumer‑oriented services

which is more suitable forincluding ticket sales would be established and services

The 2020 ID system consists of SAP Gigya (IDwould be expanded sequentially in preparation for theauthentication provider) and the UID portal Each of theGames These issues were managed by constructing afederated sites (hereinafter referred to as “RP sites”)

new ID platform and data migration from the old ID

performs authentication using OIDC and various

platform was implementedchanges such as updating registration information via

This system provided single sign‑on to the following

the UID Portal (Figure 4)

TOKYO 2020‑related websites until late December
2021

43

Achievements

The service sites managed a large number of･･My TOKYO 2020accounts approximately 8 2 million and continuously

Official ticket sales for the Olympics and Paraly-

performed single sign‑on authentication during each

mpics

critical period The implementation of single sign‑on･

Official online store sales

with OIDC has improved user convenience and contrib-･Capacity limitation site

uted to improving services at each site by enabling each

･

2020

RP site to always retain the latest user information and･

Olympics com (social login linkage with Olympic

CARD application site

statusID)
44
42

System Configuration

ID Platform Migration

After an elaborate data design

two migration

The old ID platform used SAML as the authentication

rehearsals were conducted to ensure smooth data

protocol Since single sign‑on integration with many

migration from the old ID platform Approximately

sites related to TOKYO 2020 and implementation of

850 000 accounts were migrated in January 2019 and

192

THE JOURNAL OF THE INSTITUTE OF ELECTRONICS INFORMATION AND COMMUNICATION ENGINEERS

Figure 4

TOKYO 2020 ID Login Sequence (Simplified Version)

Created Based on SAP Gigya Technical Information

the new ID platform began operation The following

implemented additional functions so that users can bepolicies were adopted to minimize the impact on users

re‑authenticated before specific actions such as pur-maintain a high level of security and enhance communi-

chasing to provide services with a higher security level

cation with users during the system migration

To resolve the items with differences in detailedness
between old and new platforms

･

･

･

･

Maintain the security level required from thedesigned with consistency

data definition is

RFC‑violating email ad-

userʼs perspective and configure the system UX‑

dresses which used to be allowed in the email service

consciously

provided by Japanese mobile companies were consid-

For more effective communication with users

ered an issue unique to Japan and needed to be

more details should be requested for some items ofaddressed Since the old ID platform allowed registra-

the registration information

tion with RFC‑violating email addresses the migrated

Minimize the procedures related to the migration

data included accounts registered with RFC‑violatingof the ID platform to prevent users from leaving theemail addresses The new ID platform restricts newsite in the initial login processregistrations with RFC‑violating email addresses andRetain the information registered in the old ID
platform to the possible extent

flags registered accounts enabling emails to be sent tothese accounts from a different environment that
supports RFC‑violating email addresses

By implementing a feature for processing the password hashing method of the old ID platform (algorithm45

RP Site Integration

salt/pepper number of stretches etc ) the difference in

The new ID platform provided each RP site withthe password hashing method between the old and new

single sign‑on authentication with OIDC（Figure 5) By

ID platforms was resolved In addition we have made it

returning the latest userinfo at the login process thepossible to unify the password hashing method with thelatest user information can be synced with each RP site

new ID platform by resetting the password in the new

Since data sync by userinfo response is only effectivein the RP sites in which users logged in data sync

ID platform after the first authentication
To prevent incidents caused by forgetting to log out at
each site we implemented a single logout function andbatches were executed daily to meet the requirements ofeach site

configured an appropriate value for the expiration ofaccess tokens

During the ticket sales period

weSpecial Issue : Technology and Innovation in the Olympic and Paralympic Games Tokyo 2020

193

Figure 5()

Overview of TOKYO 2020 ID Integration

Table 3My TOKYO 2020

Requirement : All item information of accounts updated on the day
Purpose : To maintain the latest information of all
accounts on My Page

Averageopen rate

IOC Email Magazine Open Rates〜Beforethe Games

Pre to Olympic
Games Period

Pre to Paralympic
Games Period

26 0%

18 3%

16 8%

Data sync method by batch : ETL sync (SFDC API)()

Ticket Sales and Online Shop Sales

Requirement : Email address change information andsubscription cancellation information
Purpose : To properly manage delivery destinations

effort to consolidate information related to the Olympic
Games and enhance user convenience starting with theTokyo 2020 Games and continuing with the Beijing 2022
and Paris 2024 Gamesfor notification emails sent from each site
Data sync method by batch : CSV file52

Achievements

The average open rate of the IOC email magazine is

5．Initiatives with the IOC
51

Overview

shown in Table 3

It remained at the same level

throughout the Olympic and Paralympic Games periods
successfully attracting the same level of interest fromTo create new communication opportunities withusers

users for the Tokyo 2020 Games and promote sports inthe post‑Games period

we expanded our services

through various collaborations with the IOC such as
Tokyo 2020 Official Mobile Application social login

53

Data Synchronization

An overview of the data linkage from TOKYO CRM to
IOC CRM is shown below (Figure 6)

integration with Olympic ID and distributing email
magazines from the IOC
From August 2020 data synchronization between･･

TOKYO CRM and IOC CRM has started and it contains

Start date : August 2020
Scope of system development : Transfer andlinkage of contact information managed by TO-“email delivery permission” and attribute information

KYO2020 CRMʼs Service Cloud to IOC CRM

including “gender” “age” and “area of residence” and･

preference information such as “favorite sports” From

Email address First & Last Name Date of birth (dayItems to be linked :September 2020 Tokyo 2020 commissioned the IOC tomonth & year) Postal code Prefecture Address (1 &publish email magazines for e‑mail subscribers under

2) Phone number Gender Country Consent to receive

the supervision of Tokyo 2020 This is the first‑evercommunication Favorite language (email) Favorite

194

THE JOURNAL OF THE INSTITUTE OF ELECTRONICS INFORMATION AND COMMUNICATION ENGINEERS

Figure 6

sports Olympic

TOKYO CRM IOC CRM Data Linkage

Favorite sports Paralympic

DirectMarketing Delivery

62
621

Purpose of Utilization
Fostering the Olympic and Paralympic Movement in Japan54

IOC Email Magazine TOKYO 2020 ID‑Olympic

To maintain the excitement of the Olympic and

ID Social Login Tokyo 2020 Official App

Paralympic Games during the Tokyo 2020 Games even

In October 2019 the service was changed so thatafter the Games are over and foster a movement toward

users who want to receive the email magazine from thefuture Olympic and Paralympic GamesIOC can indicate their choice Based on the discussions
with the legal staff of both TOKYO 2020 and the IOC

622

regarding the legal regulations and interpretations
associated with this service change we determined thesystem policy and designed the system
In 2021 TOKYO 2020 ID‑Olympic ID social login was
implemented which allowed users to log in to the IOCʼsSports Promotion in Japan and Contribution
through Sports

In addition to promoting sports in Japan the projectwill contribute to the development of Japanʼs volunteer
culture through sports and the resolution of social issues
such as disaster recovery assistanceofficial website olympics com with their TOKYO 2020
ID An official Tokyo 2020 application was also released

63

enabling users to receive the latest information appropri-

631

ately in the lead‑up to the GamesAim of Utilization
Utilization of Legacy Data for the Sports
Promotion in Japan

Our goal is to make legacy data available to sports‑

6．Legacy
The Tokyo 2020 Organising Committee developed arelated organizations This will make it possible to reachpeople who have not been able to receive information
directly from the data held independently by the sports

basic concept and agreed with the IOC to utilize theorganizations

personal information managed by CRM during theregistration in sports organizations and sports events

Tokyo 2020 Games as a legacy that will remain in Japan

By integrating and mutually utilizing data that has been

thereby promoting participation andeven after the Games are over While it is necessary toheld individually by each sports organization even small

work out the details of the specific uses of the CRM data

and medium‑sized sports organizations will be able towith the concerned organizations the following sections

reach a wide range of users which will reduce thedescribe the future legacy use of CRM dataamount of data maintenance work that the organizations
have to do on their own

61

Targets and Scale of Legacy Data･

TOKYO 2020 IDs : Approximately 8 1 million
people･Volunteers (all field cast applicants): approx
200 000

632

Contribution of Sports to Solving Social Issues

By analyzing personal information collected in thewake of the Tokyo 2020 Games we aim to contribute tosolving social issues through sports by identifying users
who are willing to participate in disaster recovery
assistance and cultural events and promoting their
participation(Received on February 28 2022 ; Revised on March 10 2022)

Special Issue : Technology and Innovation in the Olympic and Paralympic Games Tokyo 2020

195

FUEKI Nobutaka
Graduated from Keio University joined
Dentsu Inc in 2003 and worked as a consultant
mainly for CRM digital marketing and media
planning Seconded to The Tokyo 2020 Organising Committee since 2016 CRM Director ofMarketing Bureau Digital Marketing Officeand Innovation Promotion Office
ANDO Tatsuya
Graduated from the University of California
Irvine in 2005 Joined Atos K K as a technicalconsultant mainly for the systems of financial
industries in 2008 Started own business in2017 and joined the Tokyo2020 TSP project as
2020ID project lead Joined the Tokyo 2020
Organising Committee Digital Marketing Office
as an advisor since 2019

SAITO Kazuo
Graduated from Hunter College of the City
University of New York in 1998 and joined
Fujitsu Research Institute in 2000 Working asa consultant for business innovation and new
business development Seconded to The Tokyo
2020 Organising Committee since 2014 SeniorDirector of Digital Marketing Digital Marketing Office Senior Director of Innovation
Planning and Innovation Promotion Innovation
Promotion Office
SEKIGUCHI Naohiro
Graduated from Musashi Institute of Technology in 2001 and joined Fujitsu Limited in2005 Working as a consultant for data utilization and digital marketing Seconded to The
Tokyo 2020 Organising Committee since 2021
Director of Digital Marketing Digital Marketing Office㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇㍇

196

THE JOURNAL OF THE INSTITUTE OF ELECTRONICS INFORMATION AND COMMUNICATION ENGINEERS