For security reasons, you can’t force a user to run any executable.
Instead give user the option to click on it and download the executable, and execute it if he wants to. All you can do is put .exe in a directory on your web site and put a hyperlink to it on some page.
Note : Be sure to secure this directory by deactivating all execution permissions both in the IIS console and in the directory ACL
For more details refer INFO: Executing Files by Hyperlink and the File Download Dialog Box