A team of SMU students clinched the top prize in the recent F&N Ice-Cream Brand Challenge 2017 with their innovative idea of enabling users to locate "ice-cream uncles" on social media using GPS. Among other innovative ideas they had proposed include using a solar-powered freezer to help ice-cream vendors to reduce their operating cost as well as developing unique local ice-cream flavours to attract both locals and tourists. SMU Marketing Society had jointly organised the competition with F&N Creameries where the 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.