How was this done....particle effects or...?

You could do that in many applications but in AE it which is likely, it was done with trapcode Particular or Particle Illusion for AE using the text as path.
 
Yeah, that should be pretty straightforward to do with trapcode Particular. Red Giant, who sells it, has tons of stuff up on their site. I just bought it recently and was amazed with all you could do with it. Looks like they might have used a light glow filter on it too to get that soft glow. The trick is just having the particle generator follow the path of the text. NOT the layer though, but the generator.

You *might* be able to do this with the built in particle effects as well. I've used them quite a bit. Set the start color to yellow, end color to red, then use a blur and a glow. For the reveal of the text, if you look at how you can do path reveal in AE, just like people use with growing vines and such, this should put you on the right path in no time.
 
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