Sprout has launched new widget building tool called FanKits, which enable entertainment and media companies to connect and promote their branded content to consumers by allowing fans to create and share branded widgets within social media sites.

Sony Pictures Entertainment will use Sprout’s FanKits service to encourage user interaction around its entertainment content. The partnership will launch with Sony’s upcoming comedy, Nick & Norah’s Infinite Playlist, so fans can build custom movie-themed widgets and share them on social media sites.

Fans can also create and listen to their own “infinite playlist” within the FanKits widget builder using embeddable music playlists from leading social media network imeem. The imeem service allows users to create, embed and share custom playlists, mixing and matching millions of songs and videos.

Brands can customize the look and feel of the FanKits widget builder by determining which features, components, and assets will appear within the service. Additionally, brands will be able to maximize the effectiveness of FanKits campaigns by accessing detailed reports on key metrics such as widget creation, distribution and virality.

Users will be able to build widgets to promote their favorite movies, music, games and sports teams on social media sites. Users can personalize their widget by adding photos, videos and slideshows or they can ‘remix’ another fan’s widget to create their own.

“FanKits provide a catalyst for interaction between fans and their favorite entertainment content within their social media sites,” said Carnet Williams, CEO and Co-Founder of Sprout. “With the rise in social media participation, the FanKits service is a revolutionary new way for entertainment brands to connect and engage with online entertainment consumers, and better yet, track the impact and success of their ongoing social media marketing programs.”