Making it #3 - smartmob meme

It quite intrigues me that the whole concept of the smartmob, popularised by Howard Rheingold, has been adopted by traditional media to advertise itself. So last year we had the Tmobile phone company flashmob at Liverpool Street station and then this year the filming of a flashmob dance in Covent Garden. The video above shows an amateur take of the Covent Garden shoot (to promote Sky TV). Ruth auditioned and got paid for this. You can see her on the top right! So does old media eat new media or is it just a different way of making it?