I'll give CBS this: They learned from trying to hide that Benedict Cumberbatch was in fact Khan in STID.
They've finished and are about to premire SNW S1 - and are filming S2 now. They COULD have tried to keep this casting and the appearance of 'Kirk' a secret - but I thionk they figure this way THEY get to control the initial drop of this info and put their spin on it.
They figured there was probably no way this would stay a secret the entire year - so they just come out announce it (realizing there will be a WIDE/VARIED reaction to the news from the fanbase who will have opinions across the spectrum from SUCKS! to WONDERFUL!
But in doing this they generate interest and media buzz and give Star Trek fans something about the show to talk about and debate for the next YEAR in addition to whoever they feel about and also discuss the episodes as they air in S1.
So yeah, CBS can 'learn' from Star Trek fandom.