In the course of a year, Zack Ryder went from zero to hero in WWE by creating his own opportunities with the help of social media.
The leader of the Zack Pack, his journey began after the company decided to split him from longtime tag team partner Curt Hawkins. With a short run as the Major Brothers and then the Edgeheads, the duo went their separate ways during the 2009 WWE Draft.
“We were the tag team champions,” Ryder said. “We got to interfere at the main event of WrestleMania [24], but Edge got injured leaving Hawkins and me together, alone by ourselves. We were just two guys who looked like Edge, and now we were just two guys who looked like each other with no personalities. There was nothing really different with us besides our ring gear.”
Hawkins and Ryder were teaming since the beginning of their careers in the New York Wrestling Connection in 2004 to WWE developmental to the main roster. Ryder was now a full-fledged singles star looking to make an impact on WWE’s ECW brand.
“I knew that was my shot to change things up and reinvent myself, but really to be myself,” Ryder said. “I was cool with the long hair and the rock ‘n’ roll, but deep down, it really wasn’t me. It really wasn’t Zack Ryder. I guess I was never 100 percent comfortable in my own skin before that.
“So I decided this was my chance to be me, to be the Long Island Iced Z. You always hear that the best characters in the WWE are someone’s real personalities with the volume turned up. It was kind of just me being me. That is why it worked. I cut my hair and tried to look as different from my old personality as possible.
“I was wearing one-legged tights to stand out because I knew I needed to get people’s attention. People may have not known my name, but they knew I was the guy with the one-legged tights. They knew I was the guy who would just say, ‘Woo, Woo, Woo’ over and over again. That is how it initially started.”
This wasn’t the first time Ryder wanted to go in this direction with his WWE persona.
“Even before the draft, Hawkins and I were pitching to let us have some personality,” Ryder said. “Let us be us. We even filmed something that I think you can find on YouTube called ‘The Sweet Life of Zack and Curt’, where I was doing the ‘Woo Woo Woo You Know It’ there and being the goofy guy. We were pitching that to WWE where I would be the oddball, and Hawkins would be the straight man. That was our real personalities. I think it would have worked, but they never really gave us a shot, but when the draft came and they split us up, I was able to be me 100 percent.”
Ryder’s creative juices were always flowing when it came to developing his character each week on WWE television. He never really thought about not being taken seriously.
“This character, if you look at the Internet and the colanders, was way before ‘Jersey Shore’ hit TV,” Ryder said. “It was probably even before ‘Jersey Shore’ was auditioning or casting for their first season. This wasn’t a ‘Jersey Shore” rip-off. This was Long Island, where I grew up. I thought it would make me different and stand out. Everyone needs to be different. Maybe I was a little goofy behind the scenes or backstage, but once that bell rang, it was no joke.”
Even though the lifelong fan had perfected his persona, Ryder’s WWE career wasn’t progressing the way he had hoped.
“At the end of the year, ever since I started my career, I would say, ‘Well, I did this,’” Ryder said. “In 2003, I started training. In 2004, I had my first match and so on. At the end of 2010 I thought, ‘OK, what did I do this year?’ The answer was nothing. I was barely on Raw. On Superstars I was losing. My dream as a little kid wasn’t just to be in WWE or be a WWE superstar. It was to be one of the top guys. At the time I was a nobody. I didn’t even have my own 8x10. I didn’t have an 8x10 that said WWE superstar so when fans asked for an autograph, I couldn’t give them anything.
“Dolph Ziggler would pull out his 8x10, or Christian would pull out his 8x10, and I had to sign a napkin or something. It was very disheartening. It started to get me very angry. I looked at it as the only person to blame for this was me. The person that was going to change this situation was myself.”
He took to the Internet and the social network with creative ways to get his name out there. The 26-year-old says he didn’t have a master plan.
“I’m a kid. I know how to use this Twitter stuff, this Facebook stuff and this YouTube stuff,” Ryder said. “It was kind of like taboo in WWE at the time. I started tweeting like crazy. I made stupid videos and uploaded them to Twitter.”
A simple 45-second karaoke session of Zack Ryder singing his favorite Backstreet Boys song in his car was gaining traction. The Ryder Revolution was about to go viral. His parents got him a flip camera for Christmas, which gave him the idea to start his own YouTube show.
“I didn’t exactly know where I was going, or what I was doing with it,” Ryder said. “It was just February 2011. I just sat down in front of my living room wall, turned on my camera and just went for it. I tried to be funny and tell some jokes. I got a decent little response, so I did it the next week and did it the next week. It speaks for itself, and here we are today.”
At more than 50 episodes, averaging less than 10 minutes, “Z! True Long Island Story” is about to top 12 million video views with more than 122,000 subscribers. His little show has now found its way on WWE’s official YouTube channel.
“I never told WWE I was doing it,” Ryder said. “It was my intention to either get noticed or get fired because I wasn’t sitting back and doing this anymore. I was in WWE since 2007, and it was either going to happen for me or it wasn’t. I was pulling no punches. I was trying to stir the pot. I was trying to get people talking and luckily it worked in my favor. Luckily I didn’t get fired.
“It was probably seven or so episodes before someone at the WWE office even mentioned that show existed. I was doing it for seven weeks without telling anybody or getting feedback. Nobody told me to do it or told me not to do it. I was just doing it.”
Fans and many fellow WWE superstars enjoyed his humor. Many of them would vie to be named the “Broski of the Week” by making Ryder inspired YouTube videos of their own -- some even composing original music. It didn’t take long for the self-proclaimed Internet champion to see his show’s reach transcend beyond cyberspace.
“At last year’s WrestleMania [in Atlanta], I’m sitting up in a press box or skybox set up for the friends and family, and of course I wasn’t on the show,” Ryder remembered.
“I was sitting up there with my girlfriend at the time and watching WrestleMania. I notice in the first row or so there was a ‘Broski of the Week’ sign. I thought, ‘Alright, this is starting to pick up. People are starting to watch, and it’s starting to get noticed.’ It was just a simple sign.
“Of course, the next week on my show, I made it the biggest deal in the world to have a ‘Broski of the Week’ sign at WrestleMania. Triple H was wrestling The Undertaker in one of the greatest matches ever, and some guy is holding up a “Broski of the Week” sign so the camera could see it. It was just ridiculous.”
With the program’s success, Ryder got more chances to showcase his talents on prime-time TV shows Raw and SmackDown. His profile grew on WWE programming, but Ryder says it hasn’t adjusted how he does his own show.
“The only thing that did change was that for a while I was making jokes about WWE dropping the ball with Zack Ryder or WWE misses the boat with Zack Ryder,” Ryder said.
“A lot of people loved that I was saying all this stuff. Then after I started, there were some who were upset that I wasn’t saying that stuff. Well, it wouldn’t make sense to say WWE isn’t pushing Zack Ryder when I won the United States championship. It didn’t fit anymore. That avenue or way of doing the show didn’t make sense.
“It was time to evolve. I could have stopped doing the show once I was finally getting on TV, but I wanted to keep entertaining. I was doing it as a way to say thank you to all the Broskis and fans that supported me. Without those fans who watched the show or brought those signs to TV or chanted, ‘We want Ryder’ when I wasn’t at the show, I would be nothing. I do the show as a thank you to them.”
Despite all his success and popularity online, Ryder in no way sees himself as an ‘expert.’ “I didn’t study social media in college,” Ryder said.
“I just used Twitter. I used Facebook. I make YouTube videos. That is it. I think the reason it is successful is because it’s not this WWE character in character tweeting and making these videos. They can see that this is authentic. They can see that there is this kid with a dream and trying to make it. They can relate to that. I’m not someone that people say, ‘No. I don’t see myself in him.’ Everyone wants to live their dream. Everyone wants to see their hard work pay off. Everyone wants to root for their guy, and I think Zack Ryder is their guy.
“I wouldn’t say it’s a requirement for a WWE superstar [to be involved in social media], but let us get with the times here. Twitter is relevant. Twitter is part of people’s lives. It’s not nerds on a computer. Everyone uses a computer and uses the Internet. I think people need to wake up and realize that. They don’t really read the newspaper for the news (Are You Serious Bro?). They go online and read on the Internet. They have to embrace it. Either you deal with it or you get left behind.”
WWE has indeed got with the times. The company revamped its website with a design geared toward social networking. It’s hard for a segment on WWE television to go by without a mention of Twitter or Facebook. Many phrases or terms said on the shows, as well as the superstars and divas themselves are frequently trending topics. Ryder, who is closing in on 600,000 followers on Twitter, is at the head of the class.
“I’m not going to say, ‘I invented social media in WWE,’” Ryder said.
“I think maybe they realized they should get on this. They see every TV show has their little hashtags in the corner. Everyone is following everyone on Twitter and watching videos on YouTube. That is just what people do these days. It might be a trend or our new way of living, I don’t know. You have to embrace it. WWE realized that, and I don’t think I am initially responsible for that.”
Many of his coworkers -- many of them top WWE superstars and divas -- were very supportive of Ryder’s efforts. He thinks his show wouldn’t have been as successful without them.
“At the time, I was a nobody and barely had any followers on Twitter,” Ryder said. “I was making these videos and putting the link up on my Twitter, but if I don’t have anyone following me, nobody is going to see the link. With guys like The Miz, Dolph Ziggler, CM Punk and John Cena retweeting my tweets with the link, people see that and watch the show.”
In recent months, WWE has used the Internet to further storylines and character development. Ryder thinks having it accompany the programming is a great idea.
“It enhances the product so much more,” Ryder said.
“Now stories don’t have to be Monday and then next Monday. It can be all week long with tweets and everything. When I was feuding with Dolph Ziggler for the United States title, we were going back and forth on Twitter. He would ‘hack’ into my YouTube show. It just added to it. So it wasn’t we do this on this Monday, and next Monday we would do this. It wasn’t just a once a week deal. It was 24/7, which made it so much more important.”
The added exposure has made Ryder anticipate the future in WWE. A bona fide superstar, he now has more than a napkin to sign at airports.
“I honestly think the sky is the limit for me,” Ryder said. “I’m not saying that in a conceded way. You look at January 2011, and I was nothing. I was nobody. Not on Raw, barely on Superstars, no merchandise, no action figure, no promotional 8x10. It was a joke. Through hard work, embracing social media and becoming the internet champion, I was busting my ass for the year.
“I was United States champion at the end of the year. To go from nothing to the United States champion in the course of a year is almost unheard of. I really think this year if I get a WrestleMania match or win the United States championship back, and you never know, by TLC in December, I could be going for the WWE championship. You can’t say it’s not possible after everything I’ve been doing.”
• Q&A with Long Island Iced Z
Who is your most surprising Twitter follower thus far?
“At first when I built this relationship with Dennis Haskins, Mr. Belding from ‘Saved by the Bell’, that was surprising how that all started. This guy I grew up watching, and think everyone my age was watching ‘Saved by the Bell’, one of the most popular TV shows from my childhood. He and I start tweeting back and forth. Then we start talking on the phone. Then he is on my YouTube videos. Dennis is crazy. He is the man. He is a great guy. He is hilarious. I love that he is on my show.”
Have any favorite WrestleMania moments as a fan?
“Growing up in New York, I was fortunate to go to a few WrestleMania events when I was a kid. I was at WrestleMania 10 at Madison Square Garden for that legendary ladder match between Shawn Michaels and Razor Ramon. It was the first ladder match I saw live and the first ladder match a lot of the world had seen. It was mindboggling. It was one of the best matches I’ve seen ever. After all these tables, ladders and chairs matches and ladder matches we’ve seen, you go back to that match, it’s still just as good, if not better than what came after it.”
What are your thoughts on The Rock returning to WWE? Is he taking another superstar’s ‘spot’?
“The Rock is one of the greatest WWE superstars of all time, and right now he is not just a WWE superstar, he is a movie star, legit celebrity and legit action star. So for him to come back, anything that can put more eyes on WWE, is good for everyone involved. I’m all for it.
“That match at WrestleMania with Cena versus Rock, I’m going to try and sneak into the crowd for that one because the crowd is going to be insane. It’s going to be split with Cena fans and Rock fans. It’s just going to be wild. It is going to be one of those matches like [Hulk] Hogan versus The Rock. It’s one of those matches where the crowd is going to make that match. It’s definitely going to go down as one of the best matches ever.”
Who will you be cheering for: The Rock or John Cena?
“I got to go for Cena. I got to go for my Broski.”
Is the man from the LI ready for the MIA?
“I’ve been to South Beach a couple of times by the hotels and clubs. It’s fun. Long Island Iced Z is all about having a good time and picking up chicks and fist pumping, so I’m going to have some fun in South Beach.”
What would a WrestleMania match mean for you? Will you be on the show?
“That is the ultimate goal to be on a WrestleMania match. I hope so. I’m trying to get on Team Teddy. Right now the whole team hasn’t been announced. I’m getting people to tweet about it on Twitter and making YouTube videos about it. As long as I come out for WrestleMania to my music, I would be fulfilling a lifelong dream. That would definitely be one of the best moments of my life for sure.”
Ryder did make it to WrestleMania 28 Miami, chosen for Team Teddy (captained by U.S. champ Santino Marella) against Team Johnny (captained by David Otunga).
• Social Media Event of the Year
According to a WWE press release, there will be a WrestleMania pre-show simulcast live on YouTube, Facebook and www.wwe.com at 6:30 p.m. EST Sunday, 30 minutes before the show kicks off live on pay-per-view.
WWE will integrate Twitter several ways including soon-to-be WWE Hall of Famer Mike Tyson tweeting from events he’s participating like WrestleMania Axess on Friday. There will also be a Twitter face-off between The Rock and Cena asking fans and celebrities to choose their side, either #TeamBringIt or #Cenation.
Plenty of uploads of exclusive videos from WrestleMania Weekend on YouTube. WWE Divas will be presenting exclusive coverage for the popular gossip website www.PerezHilton.com.