Cannot run Vault docker sample in Server Mode: invalid reference format error

I am playing with vault image. In description page, there is an example how to run vault in Server mode.

docker run --cap-add=IPC_LOCK -e 'VAULT_LOCAL_CONFIG={"backend": {"file": {"path": "/vault/file"}}, "default_lease_ttl": "168h", "max_lease_ttl": "720h"}' vault server

But running above from windows console (cmd.exe) shows

docker: invalid reference format.