West Midland creative businesses are using their technical talents to come up with innovative Valentines Day tie-ins.

Custard Factory-based dating service Plenty More, which owns the paid subscription dating site www.plentymorefish.com, has created a new iPhone app called ifancy, which allows users to find potential local dates using the iPhone’s geo-location function.

The free-to-use service allows users to send their best chat up line without the fear of face to face rejection.

The firm said it was already proving popular.

Plenty More chief executive Stephen Moylan said: “We’ve been delighted with the number of downloads and surprised at the scale of the app’s popularity.

“We’re officially launching the app on Valentine’s Day but have already seen downloads across Europe, Asia, Australia and North America. Plenty More grew by eight per cent in December, and I believe staying flexible and innovating are key to surviving the recession.”

Meanwhile Rees Bradley Hepburn has created the solution to the age-old problem of girlfriends receiving unsuitable underwear on Valentine’s Day by creating a Facebook application which allows women to select their favourite designs from their client Eveden’s Fantasie range

RBH’s managing director, Debra Hepburn, said: “Along with a range of display advertising to encourage women to become a fan of the brand we have also taken over the Sky Showbiz homepage throughout February.”