In Windows Vista and later, you must use the command RunOnce.exe /explorer
to process commands and launch applications which are entered in the registry under
HKEY_LOCAL_MACHINE\Software\Microsoft\Windows\CurrentVersion\RunOnce
The /Explorer switch is probably intended to prevent you processing these entries at the wrong time - i.e. when a user is already logged on - but this can easily be circumvented by using the switch.
In Windows XP and earlier, RunOnce.exe would process the contents of keys in
HKEY_LOCAL_MACHINE\Software\Microsoft\Windows\CurrentVersion\RunOnce
when launched without command line switches (which were ignored by the program anyway - unless somebody knows of a valid switch for those versions of RunOnce.exe).