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Mel B scares up some bingo spice

June 2, 2014 Melanie Brown, Vinnie Jones, Gavin Henson, Barbara Windsor

by Eva Rinaldi Celebrity and Live Music Photographer

Melanie Brown, a.k.a. Mel B, a.k.a. “Scary Spice” has become the new face of an online bingo site – and appears in what has to be one of the best TV ads yet in this increasingly competitive area.

We’ve seen many other celebs fronting online gaming sites who are seen to fit well with the different sites’ target audiences. But Costa Bingo’s use of Mel B is one of the most creative yet seen – and certainly one of the boldest moves.

Mel B features on the Costa Bingo website, and has also hit TV screens across the UK as a giant crashing through London’s streets to the consternation of members of the public looking on. This is ‘Melzilla’ – crushing cars and peeping around the tower of London. She then sits down using a building to perch on, gets her tablet out and starts to play at Costa Bingo.

At this point, someone watching her says “Wow, she’s massive!”, and Melzilla replies that if they think that’s big, then they should have a look at the enormous jackpots available at Costa Bingo – because they’re so big, they’re scary; all delivered in her inimitable husky Leeds accent of course.

But this is no empty advertising claim. The fact is that the online bingo industry in the UK is one of the most competitive in the world right now. As a consequence, there’s a huge tussle going on between the major online suppliers for a bigger slice of the market. Costa Bingo is one of the largest and most competitive of all suppliers and, in its bid to gain market share, has introduced some huge bonuses to go along with the new Scary Spice advertising campaign.

If you play online at Costa Bingo and haven’t previously registered to play – there’s an immediate 500% bonus on offer – with £50 free for just £10 deposited. What’s more, the site includes free games every day – and Costa gives away £150,000 each month on these free to play games.

And with the boom in mobile devices and particularly tablets – there are no limits on where and when people can play online bingo. Again, this isn’t lost on the main providers of online bingo – hence the fierce competition for payers and the big bonuses on offer.

Other TV ads using celebrities to promote online bingo have seen Barbara Windsor, Gavin Henson, Katya Virshilas, Vinnie Jones and others. But it’s fair to say that the latest Costa Bingo a featuring Mel B is the most imaginative advertisement to date.

The important thing for players, though, is to make hay while the competitive sun shines on the supply side of the online bingo fence; because many players are making out like bandits with all the free and bonus offers available – cheers Mel!

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