Another media reinventment: product placement.
Consumerism has reached a newer level in the past few years by placing their products in TV shows and movies. Sometimes subtly, other times in a scripted, unnatural way to mention it, most humorously so is Pepsi in Austin Powers.
While this has been going on for quite a while, I think Gossip Girl has truly integrated this concept even more through Verizon Wireless. The characters all clearly have Verizon phones. Since the actual Gossip Girl in the show uses text messages to send out the newest gossip, cell phones play a considerable part in the show.
Also, Verizon has an app service that sends you texts and pictures from the show, so you can live like the Upper East Siders. This connection between Tv and Mobile for a show is quite innovative and sets Gossip Girl apart from other TV shows.