Few people realize that there was a another type of rush in the Klondike in the 1950s. It was a rush for land, and the sales campaign was carried out in cereal boxes. It was a sales gimmick that hasn't ended yet!
In 1954, the Quaker Cereal Company was looking for a new gimmick to improve sales of its breakfast cereals. In the past the company had sponsored the wildly popular children's radio program "Sgt. Preston of the Yukon." The program was expanding to television and Quaker Cereal wanted a new promotional campaign to tie in to the show.
