Costa Bingo Welcomes Mel B

Mel B is best known as Scary Spice of the 90’s girl band the Spice Girls but soon she could find herself better known as the face of Costa Bingo. Her new role sees the iconic ‘singer’ of the 90’s taking on a whole new role, the face of an online bingo brand. Before Christmas the site ran a poll listing eight ‘celebrities’ as the possible face of Costa Bingo and on New Year’s Eve they announced that it was Mel B.

Mel B adorns the home page of the site now, even given Sunny’s balls a little squeeze in the flash banner advertising the welcome bonus for new players. However, that’s not where her appearances end, she is also the voice of the balls, a voice that can soon becoming pretty annoying if I am honest. Sadly the traditional bingo calls have been lost with Mel as the caller.

Along with bingo calling she also has added new tabs in the main lobby of the site and exclusive promotions. Log in to Costa Bingo and you will find the Jackpots tab has become the Scary Jackpots tab and there is the Mel’s Lucky Dip room too.

The question is though, what does she actually bring to the brand? Celebrity endorsement is all well and good but there doesn’t appear to be any real player connection with this celeb. Previously we have seen other brands use celebrities to promote their sites – Foxy used Katie Price (Jordan at the time) and currently Bingo Godz have Brian Blessed as the voice of their balls. Both of these had some relevance – Katie Price because of the demographic she appealed to and Brain Blessed simply because his voice is so well known, I just can’t see the appeal of Mel B or the connection between her and bingo.