Money can be made on pump and dumps all the time. it is tough to say how long a theme like this could run. It will be dependent on how active the company wants to be with putting out press releases to keep the enthusiasm going.
Just realize it could come to an abrupt halt at anytime.
As German philosopher Arthur Schopenhauer once said, "truth is ridiculed, then denied, and then "accepted as having been obvious to everyone from the beginning."