I got a friend to play it, but he's just the type that would like this sort of games.
I would say DF is just such a kind of a game that doesn't need and doesn't really benefit from being advertised, except for the fact that advertised games reach more people.
Personally, I got to DF purely by luck. I had in mind I wanted to play minecraft. At the time, I only had a quite old laptop available and it wasn't fast enough to play minecraft on. Searching the internet for minecraft-like games I found df. At the first moment I found it interesting since it reminded me of a game I liked to play when I was a kid which included drawing a, well... Dwarf fortress, pretty similar to what we have here, with industry, underground rooms, enemies on the surface, labor division and such. Stockpiles, lots of stockpiles.
Anyway, the only thing that disappointed me judging from the screenshot was that I thought it was 2D (and this was after it was already 3D) since it didn't occur to me that a game with ASCII graphics could be in 3D. I actually played it in 2D for a few hours before discovering it has Z-levels, which struck me as really... WOW. And the more complexity I found in this game, the more I liked it.
To sum it up, I don't believe you can really "recruit" somebody to play dwarf fortress if he isn't really a type of person that likes such complex and unorthodox games. The only thing you can do is make them *aware* that DF exists, eventually they'll start playing it, or they wouldn't play it for long anyway if you actively tried to get them to play.