This is, the fact is post-effect, you could find it in Image Effect --> Glow and assign to the camera. I am very happy because Unity give this set of effect, they are quite common use
Remember that glow is controlled by alpha. This works really well if, for example, you are using the alpha channel to control specular maps. It does take a bit of planning though. You might also look at contrast stretch, which dynamically adjusts contrast of the image based on its brightness. Remember that all image effects are Pro-only: http://unity3d.com/support/documentation/Components/comp-ImageEffects.html