• by Amy Corr , Staff Writer @MediaPostOTL, October 29, 2007

Redken put a twist on the game Spin the Bottle in support of its Urban Experiment line of hair products.

Six trendy people, whose hairstyles give each an uninhibited look, greet visitors on the UrbanExperiment.com home page. Visitors spin a hair product bottle; after it lands on one of the trendy folks, users are brought to a new page that suggests a daring act to be committed, playing off the campaign's "Dare to Experiment" theme. Each dare coincides with a different Urban Experiment styling product.

Some dares are attainable, such as "give a lottery ticket to a stranger," "paint a mural on your wall," "try on something you could never afford" and "throw a ouija party."

"Read a dictionary on the train" and "hop the next flight out of here" are other possibilities, but I'm not lugging a backbreaking book on the train -- and I'm only hopping on that flight if my paycheck remains unaffected.

Visitors can read actual testimonials from people who didn't necessarily use the Redken products, but completed a dare. There's also an email section to challenge a friend to a dare.

Digital Pulp created the site that targets a hip, high-fashion demographic in an edgy, fashion-forward style.

The four product offerings -- velvet gelatine, enamel gel, grit wax and nylon clay -- are described by their ingredients, style, texture and fragrance.

Each product is also defined like a dictionary definition, where pronunciation and definition is given.

Nylon Clay, for example, "spins hair into twisted twines with subdued luster. Weave and spin through damp hair for twisted twines," says the definition.

The company also partnered with email newsletter Flavorpill to create a reality Webisode series called "Out of Town."

The Webisodes star contest-winning urbanites as they seek out art and cultural experiences in rural America. The first episode features two New York City girls experiencing small-town life in Kutztown, Pa. Think "The Simple Life" with non-celebs.