This is cool. I met again recently with Steve and Dan, the founders of one of my favourite startups, WIREWAX who have pioneered dynamic clickable interactive video formats. They've done some nice implementations of their technology recently including a shoppable video for Ted Baker (which apparently resulted in £75K worth of click through sales), and one for Dulux that enabled people to explore colour combinations, but they told me about their upcoming foray into 360° video, a first example of which is now live.
As Steve points out in his post, the format is not without it's challenges, but adding dynamic tags that enable people to interact with moving objects, access more content, or buy stuff seamlessly has lots of potential both as a way of adding real value, and enriching the experience even more. The fact that users are already interacting with the video means that it feels like a natural extension, and as video increasingly blurs with VR it will be interesting to see where this could go. Check out the first, simple example below by looking out for the motion-tracking hotspots.