WORCESTER, Mass. — Who wouldn't want gasoline that costs 99 cents a gallon?

That was the thinking behind a hugely successful promotion from Digital Federal Credit Union to celebrate the openings of two new branches in Worcester. The plan was to offer 99 cent gas on Sept. 19 from 7:00 a.m. to 1:00 p.m. The $3.3 billion credit union intentionally kept the promotion low-key only e-mailing 2,000 of its members who lived within a two-mile radius of the Exxon gas station, where the inexpensive gas would be offered, said Tim Garner, DCU vice president of marketing and strategic planning.

But word got around real fast, the credit union quickly discovered. Garner said he, along with several other staffers, arrived at around 6:00 a.m. to set up signs. One young man rolled up to buy gas, saw the signs going up, backed his sports utility vehicle up, got out and asked Garner "hey, there's a rumor going around about 99 cent gas." Garner confirmed the rumor and the excited young man drove off saying he would be back, undoubtedly bringing others with him. Within 15 minutes of offering the discounted gas, the end of the line could not be seen as it snaked around the station, Garner said.