With Lightbox, "photographers and videographers will be able to submit great photos and videos taken of Nitto tires in action. Creativity is heavily encouraged, as efforts will be generously rewarded. Individuals whose videos or pictures are selected by Nitto will be awarded a set number of points. The points can be redeemed for Nitto t-shirts, tires, or gift cards worth up to $2,000 and many other prizes. A participant's image or video may appear in a Nitto national ad, brochure, social media campaign or any number of other applications.