Why Isn't JJ Doing A Viral Marketing Campaign for Star Wars?

As a marketing professional, I really appreciate it when movies, video games, television shows, and albums put time and energy into viral marketing campaigns. 3 of the best viral campaigns I've ever come across - both in terms of complexity and payoff - belong to JJ Abrams. The movie Super 8 was, by far, the most impressive campaign. Aside from having to visit a variety of websites on specific dates and at specific times, he had mail-in portions where followers could subscribe to a fictional ice cream fan club and receive clues in return. I saw the movie 3 times in theaters after the campaign concluded, each time searching the screen for more Easter eggs. Cloverfield was similarly entertaining. The "Slusho" campaign was amazing and fun and the payoff of having a character wear a Slusho t-shirt in the film was a great wink to those of us who took the time to see the campaign through. "S" - the book conceptualized by JJ Abrams - was yet another glowing example of how a viral campaign can pay dividends. Not only were the "Stranger" videos a fun way to tease the story of "S," but the elements of the videos that weren't covered in the book led to speculation among fans regarding what may have been "missed" in by the two margin-writers of the book. If you didn't read the book, you only need to go to a discussion forum to see how those two short youtube clips have played into extended enjoyment of the book for thousands of people.

With all this in mind, I'm forced to ask - why hasn't JJ launched a viral campaign for Star Wars? If there is one group of fans who would appreciate a detail-oriented, complex, and debate-worthy marketing campaign in the lead-up to a movie - it has to be Star Wars fans. Am I the only person who wished this would happen? Can someone provide a reason why this strategy wasn't utilized for Star Trek or Star Wars (both Abrams films)?