Doesn't work, unless you're a registered developer and can sign it by yourself. Personally I haven't felt in the mood to do that just for installing an app. On Android it is way easier - you just click a checkbox in its settings, then download the apk.
http://get.videolan.org/vlc-iOS/2.3.0/vlc-iOS-2.3.0.ipa
Is it just for users who want a one click install? (I have never used the app store)