Regular unleaded gasoline sold for $1.99 a gallon at the Citgo on Jimmy Carter Boulevard and N. Norcross-Tucker Road in Norcross, part of a mid-morning insurance company promotion that had vehicles lined up for nearly a mile for the cheap fuel.

The unreal deal ended about 2 p.m. when the convenience store was projected to sell 3,000 gallons in gas, said Dan Davis, division manager of sales and marketing with Infinity Insurance Co., which financed the sale that began at 11 a.m.

"We're acknowledging we're all affected by high gas prices," Davis said. "But, sure, you can't escape the branding and marketing side either."

Customers, however, were limited to 10 gallons, or $20 maximum.

Infinity, based in Birmingham, Ala. with a regional office in Alpharetta, spent about $6,000 for the gas, which usually sells at Citgo for more than $4 per gallon. "Customers pay $1.99 and we pay (Citgo) the difference," Davis said.

The auto insurance company did not advertise the gas promotion other than sending a news release to a wire service, Davis said. Still word spread quickly about the deal.

"It was very viral," said Davis, adding that word spread from customer to customer via cellphone and text messaging.

It was worth the 45-minute wait for drivers like Jackie Fields of Covington, who heard about the promotion at an 11 a.m. dentist appointment just down the road on Jimmy Carter Boulevard.

Randy Honea was on his way to work when he saw the sign and decided to pull in to the gas station. Honea said he commutes 40 miles a day, five days a week from his home in Cumming to his job at a fiberoptics plant in Norcross. He said it's "ridiculous" that he usually pays around $80 to fill his truck, a 2002 GMC Sierra. "This is great," he said while filling his truck, "I wish they'd all do it."

Despite the hot weather, even Anthony Bassett, one of two Gwinnett County police officers on site at Citgo, had a smile on his face while directing traffic on N. Norcross-Tucker Road. "People have been really friendly," Bassett said. "People have been offering me something to drink." Bassett allowed one or two cars into the station at a time to keep the promotion orderly.

"I was concerned that it'd turn into a huge traffic jam," said James Hudson, general manager of Citgo. He ordered an extra 5,000 gallons of gas, in addition to the regular amount, in preparation for today. Hudson thinks his Citgo was chosen because of it's visibility off of a busy intersection near Interstate 85 and its 14 gas pumps. The only negative feedback Hudson said he's heard is people saying, "Gee, I wish I could get more than ten gallons."

But long lines and hot weather had others frustrated and complaining of cars cutting in line — which stretched down N. Norcross-Tucker Road before snaking onto Brook Hollow Parkway.

About a block away from the crowds, it was business as usual for the QuikTrip at Best Friend Road and Jimmy Carter.

"I think they're crazy," said Minho Park, QuikTrip store manager. "Gas isn't $1.99."

But all good things must come to an end. By 1:45 p.m., the price signs had switched back to $4.11.

Davis said Infinity plans to host six or seven more gas promotions by the end of the summer. He referred motorists to www.refuelingsummer.com for more information.