Do you have the little arrows on the connector from the controller and the reel lined up?
Are you SURE the power adapter has positive on the inside lead?
BTW, I thought you'd like to see the difference between the single chip three-color strips and the 3528 three-color strips. I commanded white, and here's what I got from the two strips, they're connected in series on the same controller. As you can see, the multi-chip LED actually produces white, the 3528 strips just light all the LEDs and hope they mix to make white.