Product Placement and Brand Integration in Germany is regulated by the German Media Law. Only since April 2010 product placement is officially unprohibited. However, it is only allowed in light entertainment productions such as fiction, shows, scripted reality and sport. It is still prohibited in factual and in children's programs. The prerequisite of every product placement is the editorial necessity of the equipment. Generally the product may not outshine the story (undue prominence). The editorial sovereignty of the editorial department has to be respected during every phase of the project. Programs with product placement have to labeled with a “P” at the beginning, the end and after every commercial break. Fully brand financed programs have to be permanently labeled as infomercials. Product Placement and Branded Entertainment in TV is usually commercialized by the networks’ marketers.

"My best enemy" was intensively promoted via trailers on ProSieben and www.prosieben.de. Furthermore, the hosts Joko & Klaas promoted the new show during their weekly late night comedy show "Circus Halli Galli" as well as on their social media accounts. Furthermore, factual programs within the network such as “taff” (gossip magazine) on ProSieben and the “Sat.1 Frühstücksfernsehen” (breakfast show) pre-screened first teasing pieces of the stunt as the highlight of the new show. Nissan announced the engagement on its Facebook page and ran a SEM campaign on Google.

The show and the stunt were a huge success for Nissan. The length of the brand integration was round about 10 minutes. The performance was very satisfying, especially within the target audience of young men:

TV reach 14-49: 1.04 Mio., market share 14-49: 10.9%

TV reach men 14-39: 0.45 Mio., market share 14-39: 18.8%