Installing node_modules azure

I have been following this article to get Azure to install node modules without me having to add them to source control

http://nodeblog.azurewebsites.net/startup-task-to-run-npm-in-azure

I have it working fine locally (tested through the command line) however it doesn't run at all when deployed. To kick off the task I have this in my web.config

  <startup>
    <Task commandLine="startup\install_modules.cmd" executionContext="elevated">
      <Environment>
        <Variable name="EMULATED">
          <RoleInstanceValue xpath="/RoleEnvironment/Deployment/@emulated" />
        </Variable>
      </Environment>
    </Task>
   </startup>

Inside my startup folder I have

1. 7za.exe
2. install_modules.cmd
3. download.ps1

Any idea why this doesn't work?