SMU Marketing Society has partnered with F&N Creameries to roll out F&N Ice-Cream Challenge 2017. Students were tasked to come up with revolutionary ways to change the ice-cream cart business for the industry as well as vendors, in hope of passing down this traditional culture. The winning team, LYFE from SMU clinched the top prize of $1,000 cash during the finals held on 30 September. The SMU team came up with an innovative idea of helping users to quickly locate ice-cream carts through Facebook within seconds. The team also developed ideas to revamp the ice-cream cart, to make it more environmentally-friendly and symbolic.