I do not know exactly what was used on the show, but have seen a couple on the market.
http://www.buckgrub.com for example.
But the one I really like and use every year is Imperial 30-06. You put it down just like outlined in your message, pour in about 1/2 of a 5 pound back and rake it in. I only dig down about 1-2 inches, and deer will paw and dig a hole about 6-8 inches as they lick the minerals. It will then fill with water when it rains and the minerals are in the water. Pick a spot and use it every year, and deer will keep using it.