It turns out that this is not supported for JBoss 7. Nevertheless, you can omit the maven plugin, copy the war file to the deployments directory and advise JBoss to re-deploy the application as follows:
1. cp target/example.war $AS/standalone/deployments
2. echo 'example.war' >> $AS/standalone/deployments/example.war.dodeploy
Use antrun plugin to execute bash commands
CI (e.g. Bamboo):
add SCP task and SSH script to deploy to a remote JBoss.