It looks like you want a "Launch" action; see Table 8.49 (p. 622) in Section 8.5.3 of the PDF Reference, version 1.6, or Table 8.53 (p. 660) in the same section of version 1.7.
Both versions can be obtained from the Adobe PDF Reference Archive; due to size, version 1.6 (8.8 MiB) might be preferred over version 1.7 (31 MiB). (The ISO standard should be avoided like the plague due to its poor typography.)
It looks like the easiest way to actually use this is to use the pdfLaTeX primitives \pdfstartlink
and \pdfendlink
; see the manual on the pdfTeX page.
Update:
Well, it didn't turn out to be particularly easy, but here is a complete example that almost works for me -- it seems to be interpreted correctly, but fails because (according to Reader) "it is currently disallowed by your system administrator".
(This might seem obvious, but the following is in the "plain" format, not LaTeX -- it's what they call a SpikeSolution.)
Oh, and a warning: I wouldn't suggest testing modifications of this in Adobe's Reader initially; when I tried it on a slightly malformed file, it would forget to close the file when I closed the window, so I would have to close Reader itself before I could re-run TeX. Instead, try it in gsview32, which has the added advantage of giving some sort of diagnostics rather than just not woring.
%&plain
\pdfoutput=1
\pdfcompresslevel=0 % for debuggable PDF output
% taken from http://tex.stackexchange.com/questions/7136/.../7139#7139
{
\catcode`\^0
\catcode`\\12
^gdef^dirsep{\}
}
% This is surprisingly tricky to get right; check the PDF file in a
% text editor to make sure the correct string was output! For example,
% I had {} instead of a space after the \dirsep, and that got copied
% to the output.
\def\figurepath{C:\dirsep figure.bmp}
See the file
\pdfstartlink
attr {/C [0.9 0 0] /Border [0 0 2]}
user {
/Subtype /Link
/A <<
/Type /Action % This is a PDF "Action" dictionary ...
/S /Launch % ... for a "Launch" action
/Win << % Nested dictionary of Windows-only stuff
/F (mspaint) % Application
% Parameters; parens to delimit it as a PDF string, quotes so
% that spaces won't foul things up, and \pdfescapestring to deal
% with any (, ), or \ characters in the path
/P (\pdfescapestring{"\figurepath"})
>>
>>}
{\tt \figurepath}
\pdfendlink
\bye