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This could be done any number of ways.  After Effects and/or Flash will produce this effect.  Using After Effects to apply this effect, you would want to use the Fractal Noise effect.  Now with Flash, it might be a little more difficult as the sparkles are confined to a certain section of the graphic.  However, I'm not going to go into it because this would be considered advanced animation.  What I will do though is refer you to three things in Photoshop.  The quick selection tool, noise filter, and levels adjustment. 

1.  Use the quick selection tool on the areas of this image that you want to apply an effect to.  Afterwards, make a new layer and fill it with white.

2.  With the selection active, click on Effect>Noise>>Add Noise.  Make sure you select Gaussian and Monochromatic in the Add Noise dialog box.

3.  Afterwards, press the Ctrl and L keys on your keyboard at the same time to bring up the levels dialog box. 

This is where it gets tricky using this method.  In the levels dialog box, adjust the sliders until your happy with the brightness and contrast of the noise.  Once you're happy with the results, change the layer's blending mode to multiply.