hi i am new here and hope someone can help

i tried to get an effekt like on this site at the beginning where the fluid spreads the logo. The site is www.derbauer.de i got some nice issues with fluid emitters and texture maps setting an initial state but i'm stuck right now. it reminds me a bit to Realflow baking the flow of the particles and then do the rest in maya. i am really confused now not sure how to begin and how i could achieve this effect. Hope someone gets it.

Greetz kao