Today, CBS Television Studios announced it will use Instagram, my favorite photo sharing app, to promote its show NCIS: Los Angeles. Fans will be able to follow the show on Instagram for behind-the-scenes shots by the cast, including infamous rapper turned actor LL Cool J.

The marketing campaign includes a national photography competition called “Flaunt Your City.” For the competition users are encouraged to share their favorite hometown photos. The campaign begins today, Thursday, March 10th, and runs through Friday, April 1 at 6:00 PM, PT. The cast and producers will review and choose an Instagram photo, which will then be integrated into the season finale on May 17 at 9:00 PM, ET/PT. Fans can view photo submissions from cast and other fans on Instagr.am by following #NCISLA or on Facebook and CBS.com.

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“We’re thrilled to team up with ‘NCIS: Los Angeles’ to bring viewers a new way to participate with the show,” stated Instagr.am CEO Kevin Systrom in the press release. “I believe it underscores the forward-thinking nature of the CBS team to adopt Instagr.am to create a brand new experience for their viewers. Not only are we excited to see the behind-the-scenes look that the cast and crew will provide, we can’t wait to browse the gorgeous photos viewers will send in of their hometown. It’s a one-of-a-kind partnership that expands what social media means to business today, and we’re glad to be part of it.”

Directions to Participate in “Flaunt Your City”:

1. Download the Instagr.am app to your iPhone (only available on iPhone, iPad and iTouch)

2. Follow the NCIS: LOS ANGELES cast on Instagr.am

3. Take photo of your favorite hometown spot with the app

4. HASHTAG your photo with #NCISLA

5. Upload all photographs by April 1, 2011, at 6:00 PM, PT

And in case you’re like me and have never heard of NCIS: LOS ANGELES the show stars Chris O’Donnell (aka Robin of Batman and Robin) and LL COOL J. You can follow each of them individually on Instagram at ceod and llcoolj, respectively. This isn’t CBS’s first foray into social media either. CBS Television Studios’ Twitter handle is @CBSTVStudios.

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