With red lighting, you have to be careful not to go overboard. Too much and you can easily end up with a very ugly or garish looking rig.
An important part of lighting that applies to everything is what it reveals and what it hides, watch any movie and you will see this, make sure you aren't just flooding the entire thing with light (Note: White LED's are the exception, as it brings out the components actual colours).
This is my rig, the only lights in it are from a side panel fan which doesn't give off much light, with stronger red LED's in my water-block to give a nice backlight to the block. Its not very obvious since the rig is well lit from outside sources in the pic, but underneath my desk where sunlight is restricted, the PCB of the graphics card gives a nice reflection of the light which looks awesome when its darker.
Everything else in my rig is pretty much hidden by darkness, which is perfect since its not exactly pretty.
My advice, start with darkness and then only illuminate what you want to see. Less is more.
EDIT: Oh yea, for glamour shots of the rig, its mostly camera positioning. With good cinematography, you can make anything look good.