Fumefx advice needed

[Painkiller86]

Hi everyone.
I’m designing a website for someone and I have been requested to create an effect like this

http://www.youtube.com/watch?v=urvKrKuHmf8

At first I thought that it was just hollow lettering with a source emitter inside but now I realize that there is more to it than that. There also seems to be smoke coming off the surface of the letters as well as filling the inside of them. I’m not new to fumefx but this one’s got me!?

If someone could steer me in the right direction as to how this was done, I could really use the help because I’m just stuck.

[Rif]

Just as a simple eye look , it looks to me like a simple texture animated buttom to top ( perhaps gradiant ramp with a noise on it ) with high boyency and cold letters as second object to keep them stuck a bit .. maybe some other map animated for temperature difference..also another source could be triggered when needed etc.. again .. after looking at it 3 times..
my 2 cents..