Although a glow effect I think is in the right direction I think what you are asking is for it to look more metallic. A good way to do this is through an effect called CC glass. CC glass uses a layer as a bump layer to choose shiny and flat parts of your image and allows you to put in a false light to choose the directionality of the light source.

To achieve this I have made a file where I used Colorama to proceduraly create a CMY bump map from whatever footage you would want to use based off luminance and remaps it to CMY map. Then I used that map to drop in CC Glass and played with the adjustments and the light till i got something interesting. Most importantly though I did 2things:
Turned surface-> height to negative
Adjusted all my shading settings up and down to get the contrast and roughness in the shine the way I wanted
Right now CC wont let me upload the project file but when it can I will. Please let me know if you have any questions about how to do it
Doyle Lewis,
Assistant Location Manager
Warner Brother Pictures