"Control Freak: Buddy Lee Guidance Counselor" premiered on a Sunday at midnight and ran for 6 consecutive weeks, with new content each week. Through negotiations, we convinced MTV2 to move the programme to Sunday at midnight because this was when our target’s media multitasking behaviour was most prevalent. Each broadcast featured multiple endings to vote on, and while only one winning ending aired in full each night, all were available online. Our media and message physically worked together as our target was literally in control of both.

The entire Control Freak effort was executed for less than $400,000 and Buddy Lee awareness increased 11% during the flight. Over 54,000 young men in our target participated in our simulcasting experience and voted to decide the fate of Buddy Lee. The "Control Freak: Buddy Lee Guidance Counselor" episodes often garnered more online votes than some of the most popular MTV2 music videos.